OTT Viewing Climbs, Traditional TV Usage Drops

Traditional TV viewing continued to fall in February. However, new connected TV and other OTT viewing are still rising.

Total TV usage was down 4.2% on a total day basis for 18-49 viewers, with English-language broadcast networks losing 10.3%, according to Pivotal Research Group.

Internet-connected TV viewing from OTT devices such as Apple TV, Roku and Google’s Chromecast soared nearly 60% to account for 9.9% of total TV usage. Share of TV usage in February 2016 was 6.0% and February 2015’s 3.6%.

Ad-supported cable networks accounted for a 40.7% share (down from 43.3 a year ago); English broadcast network usage now accounts for 19% (versus 20.4% a year ago); and video game console usage, 9.2% share (8.7% in February 2016).

National TV commercial (C3) impressions among 18-49 dropped 7.2%, with prime time down 4.8%.

Pivotal says total national TV advertising loads in minutes per hour were up to 10.8 from 10.6. Viacom networks commands the largest 18-49 C3 commercial share -- at 15.3%.

NBCUniversal is next at 13.6%; Time Warner, 12.2%; 21st Century Fox, 10.5%; Disney-ABC Television, 8.6%; Discovery Communications, 6.8%; Scripps Networks Interactive, 5.4%; CBS, 5.3%; and AMC Networks, 4.0%.



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