More Viewers Watch TV Cross-Platform, As TV Set Usage Drops

A new global survey shows that fewer people prefer to watch TV shows on TV sets -- due to the rise of digital media devices and platforms.

Just 55% of people, according to research coming from 26 countries, prefer watching TV shows on TV sets -- a drop of 23% from the level of the year before. In 2014, the preference for watching TV shows on TV sets was 65%.

The research says that more people -- at 42% -- prefer to watch TV on laptops, desktops, smartphones, and tablets. That number is up from 32% a year ago.

Some 19% of global TV viewers, according to the research, prefer to watch sports programming on TV sets, down from 38% a year ago.

In India, for example, the preference for viewing TV shows on TV sets has fallen to 10% from 47%.

When it comes to short-form video clips, the study says 41% would rather see them on mobile devices, up from 28% a year ago. Viewing clips on desktops/laptops has remained roughly the same year-to-year -- 44% in 2017 and 47% in 2016.

Accenture’s research came from 26,000 people age 14 to 55 in October and November of 2016.

5 comments about "More Viewers Watch TV Cross-Platform, As TV Set Usage Drops".
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  1. dorothy higgins from Mediabrands WW, April 24, 2017 at 12:23 p.m.

    Is it they "prefer" as in desire it more, or is it behavioral in that they do it more? We must be clear with language.  More people may have access to phones, laptops and tablets more often which may increase their use of these devices while their preference for quality content is still the TV monitor.  Broadstroke statements can lead us to make some very ianpt consclusions and decisions. 

  2. dorothy higgins from Mediabrands WW, April 24, 2017 at 12:26 p.m.

    Inapt, not ianpt. Media Post REALLY needs an edit button for fast, flawed fingers.  

  3. Michael Pursel from Pursel Advertising, April 24, 2017 at 1:48 p.m.

    Let's take India for example where they prefer to watch only 10% on TV.  I love the headline.. if you are one who skips the meat, you would think no one in the USA is watching TV anymore. 24 countries skew the numbers... Wonder how may 60 inch screens are being sold each month?  Probably because no one is watching them.  So many countries cannot afford the massive TV screens we have in North America.  So what is the preference in N.A.?

  4. Ed Papazian from Media Dynamics Inc, April 24, 2017 at 3 p.m.

    Just curious, are there meter rating studies in India? If so, do they show that only 10% of all viewing is on TV sets? Of course not! Surely we don't take such "research" as it it describes what actually happens---do we?

  5. John Grono from GAP Research, April 24, 2017 at 7:26 p.m.

    GfK surveyed 10,000 U.S. cord-cutters (who canceled their cable or satellite subscriptions) and "cord-nevers" (people who never had a subscription) showed they preferred streaming network programming over broadcast or cable network TV shows. The top 10 shows of both types came from Netflix, Hulu or Amazon, with Netflix's "Orange is the New Black" taking the top honor.


    Cord-cutters accounted for about 8 percent of the U.S. population with an average age of 43, while cord-nevers made up 9 percent of the population and had an average age of 34, according to GfK's survey.

    Says it all about the methodology.

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