83% report watching streamed TV, versus 81% watching live TV. Heavy live-TV and streaming watchers have both declined, but mid-level streamers have increased significantly.
Just 11% of 18-to-34 TV viewers go first to live TV from traditional pay-TV sources--but their tendency to try new streamers is also driving a decline in Netflix's status as the #1 default streamer.
Overall, 72% of households report regularly using multiple platforms for video viewing, finds new Parks Associates research.
Roughly 40% to 55% of consumers who pay for video/TV content are OK with ads during TV viewing, a TiVo survey indicates.