Consumers are increasingly watching TV programming on smartphones, tablets, mobile devices, and laptops. Meanwhile, TV screen usage saw a double digit decline in the past year.
Specifically, viewership of movies and TV shows on TV screens dropped 13% worldwide and 11% in the United States in the last year, the study said. Even that TV stalwart, sports programming, took a hit. Sports viewing on TV screens fell 10% worldwide last year and 9% in the United States. The study was conducted last fall with 24,000 consumers in 24 countries.
The rate of change is most pronounced among young consumers. The study found that viewers age 14 to 17 had moved away from TV sets for viewing of movies and TV shows at a 33% decline. Viewership among those 18 to 34 fell 14%. For those 35 to 54, the drop was 11% last year.
Accenture said that consumers are viewing TV shows and movies on all kinds of mobile devices because of improvements in streaming video quality as well as longer battery life of mobile devices, the study found. However, some consumers say that online video streaming is still not of the highest quality, underscoring the need for continued tech advancements in this area.
Amidst all these changes, one constant remains: consumers still like to watch video content. A separate study from Emarketer found that U.S. adults will spend about 5 hours and 31 minutes watching video content on TV and digital devices each day this year. Consumption of video on digital devices alone will average about 1 hour and 16 minutes per day, compared with only 21 minutes per day in 2011.