The first of two qualitative studies from the Council for Research Excellence followed 35 households in Chicago from October 2014 to January 2015. They were tracked as part of an initial study conducted over a 15-week period from November 2013 to April 2014.
The study found that smart TVs stimulate more group viewing. Those with smart TVs tend to purchase or have plans to buy more smart TVs or upgrade gaming consoles. Plus, smart TVs remained the preferred viewing screen in homes that also had a streaming device.
In addition, the CRE found video streaming has now expanded to multiple rooms in homes; and the majority of homes with new streaming devices witnessed increased streaming usage as additional total viewing time or as a replacement for live TV viewing.
A second study comprised of a national sample of 100 households from November 2013 to October 2015.
With regard to over-the-top viewing on devices, this study noted unmeasured OTT viewing is on the rise. When individuals begin using an OTT service, it frequently increases their total overall TV viewing time. Over time, the study suggests, OTT viewing could take the place of other viewing platforms..
The studies were conducted for the CRE by GfK Media and User Experience researchers. CRE is a Nielsen-funded organization whose committees comprise both CRE members as well as other Nielsen clients.