TV viewers with over-the-air broadcast-only programming continue to grow -- mostly among younger, lower-income and minority homes. U.S. viewers receiving over-the-air broadcast signals have risen about 10% to a total 45.6 million versus a year ago -- this according to Knowledge Networks. The research company says this amounts to 15% -- or around 17 million -- of all U.S. TV homes.
David Tice, vice president and group account director of Knowledge Networks' media practice, stated: "Our research reveals that over-the-air broadcasting remains an important distribution platform of TV programming, and that the estimated number of broadcast TV households in the U.S. has grown."
Four percent or 5 million of these TV homes say they eliminated a pay-TV subscription service because of the need to cut costs, as well as noting that these monthly services didn't offer enough value.
Knowledge Networks said minorities make up 40% of all broadcast-only homes -- 23% are Hispanic-American homes, 25% are Asian-American homes and 17% are African-American homes.
Young viewers are the dominant demographic in broadcast-only homes -- 20% of homes where the head of the household is 18-34; 15% of homes where the age is 35-54; and 13% where the head of the home is 55 years of age or older.
Lower-income households are a big part of broadcast-only television, with 23% of homes with an annual income under $30,000 receiving TV signals solely over-the-air.