Growing Streaming Video Impacts TV Trends

Streaming of video content is growing -- but slowly -- when it comes to the ways that Americans most often watch TV.

A Harris Poll reveals that 23% say they are watching more streaming television programming now than they were a year ago. But at the same time, 37% say their streaming viewership is no different than last year, and 7% say they are watching less this way now than a year ago.

Nearly 20% expect to be watching more streaming television programming a year from now, while 4% expect to be watching less and half, 50%, don't anticipate a change.

Millennials continue to lead the streaming trend. Their non-streaming TV preference -- traditional TV -- has declined to 68% from 77%, while streaming preference has grown to 47%. from 41%.
 
Traditional TV programs remain the driver for streaming. Some 50% of TV's likely "core" constituents -- those who list streaming among their top go-to's for television shows -- say they've subscribed to streaming services for access to specific shows.

In a note to TV marketing executives: 60% would like to watch pilots and then vote on what gets ordered as full series. The survey also says 40% would be willing to pay extra for a service to stream current shows ad-free.

The Harris Poll researched 2,300 U.S. adults surveyed online between April 16 and 21, 2014.

"Watching TV" photo from Shutterstock.

Recommend (2) Print RSS
All content published by MediaPost is determined by our editors 100% in the interest of our readers ... independent of advertising, sponsorships or other considerations.