January 25, 2023
Cross-Demos Register Growth In Media Time, Especially Digital Video
- by Wayne Friedman , September 8, 2014
Overall media time continues to grow -- not just among younger 18-34 consumers but for other older segments as well. Nielsen says that for younger 18-34 consumers, media time has gained 4% year-over-year in second-quarter 2014 versus the second quarter of 2013 -- with a 53% rise in just digital video. Overall digital use is up 16%.
But older consumers are also gaining. For example, digital video time is 80% higher for those 35-49 and 60% higher for those 50-64. Total media time is 2% higher among Hispanics, 8% for African-Americans and 10% for Asians.
When it comes to traditional TV screen time there is a slight pullback -- but again, it is not just among the younger 18-34 consumers. Those younger consumers witnessed a 2% decline (10 minutes) in media time consumption for traditional TV, looking at second-quarter 2014 versus the second quarter of 2013 -- with 35-49 consumers seeing a 1% drop and 50-64s having a 2% fall.
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Overall, U.S. consumers watch 4.5 hours of traditional live TV per day. Nielsen says all time-shifted TV content -- including using the Internet and digital devices -- now has a 71% penetration in the U.S.
It's important to note from this latest Nielsen report that not only is total TV consumption not declining, as some would have us believe, but the vast majority of it continues to be of the old fashioned, "live" variety. Indeed, while delayed viewing inches upwards, it has been, in large part, a case of DVRs supplanting DVD and Blue Ray usage for this purpose. Overall, for every one hour of delayed DVR viewing, a typical TV home resident spends ten hours watching "live" TV.