Internet-Connected TV Viewing Shows Continued Growth

TV viewing on Internet-connected devices among 18-49 viewers was up nearly 60% in August versus a year ago.

Internet-connected TV use among 18-49 now accounts for 8% of total TV use on a total day basis -- rising from a 5.2% level last August, according to Brian Wieser, senior research analyst for Pivotal Research Group, from analysis of Nielsen data. It had a 2.3% share in August 2014.

For the month, looking at all TV homes, viewing from internet-connected improved nearly 70%. TV household viewing on Internet-connected devices accounts for 5.3% of TV consumption up from 3.2% a year ago. 

All these shares of Internet-connected viewing include dedicated devices -- primarily Roku, Apple TV and Google Chromecast.

English-language broadcast viewing was sharply up, 20.7% from 15.9% -- largely due to the Rio Olympics. As a result, many other areas registered a decline in share activity -- premium pay (to 3.6% from 3.9%); Spanish-language TV (3.4% from 3.9%); video game console (8.9% from 9.1%,) and DVD playback (3.3% from 3.8%).

The biggest share of TV usage among 18-49 viewers on a total day basis -- advertising-supported cable TV -- fell to a 41.8% share from 47.4% share. It was at a 50% level in August 2014.



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