Granted, that’s only a 4% drop, but it’s noteworthy considering the rise in smartphone use, which leapt by 23 minutes a day to log in at one hour and 33 minutes each day.
These results illuminate the shape of trends and habits to come. Convenience, time-shifting and viewing on-demand content are top media priorities for many consumers, and that often means they’ll opt to watch on a smaller screen for the sake of convenience.
The shift may be most pronounced in younger viewers. Those in the 18 to 24 age range watch nearly 20% less live TV than a year ago, and while their online video usage has grown 21% year over year, those percentages don’t represent a replacement of minutes on an oranges to oranges basis.
Many adults are watching more YouTube, too. The social video site saw a 25% boost in users in the last six months, with 85% of adults visiting the site each month, more than Facebook and Twitter. Also, 63% of online adults use YouTube regularly to watch video, according to GlobalWebIndex.
In light of these changes, networks and media outlets need to focus more on helping surface content to those consumers who want it when they want it, Nielsen concluded. “Distribution and discovery need to move hand in hand and be met with the total audience measurement of both programs and commercials,” the report said.