Growing numbers of younger digital multiscreen TV-video users have a strong preference for live TV -- as well as higher network brand loyalty. A new study from Viacom found that 47% of multiscreen users say "it's important to watch their favorite TV shows live, versus 23% for those that on just single-screen users.
Using multiscreens also seems to benefit networks and their brands: 45% of multiscreen users are “loyal to a few networks.” Only 28% of single screen users have this loyalty.
There is also good news for pay TV providers: Viacom says 45% of those multiscreen users “wouldn’t give up pay TV because they rely on DVR” — this against 22% for single screen users.
When it comes to discovery of TV shows, Viacom says word of mouth is still the No. 1 factor for TV viewers — some 90%. This is a plus for TV marketing executives — 85% of TV viewers discover shows this way. Social media is next at 78%.
The study also notes that young, so-called Gen Xers still rely on live TV — with 45% only watching live TV. There is also a strong live TV usage from other devices and services, with 80% watching “at any point in a given viewing path.” Young viewers are a big concern Viacom’s mostly younger audience.
Biggest problem for viewers? Looking for specific TV shows — with 79% saying they don’t have access to a latest episode and 77% saying they can’t find a TV show.
The Viacom study came through in-person interviews in Boston and Chicago and online surveys of 1,500 U.S. Viacom viewers ages 13-44 The online survey included “digital diaries of TV viewing paths,” where those viewers listed up to 10 TV programs in the order they watch them “yesterday.”