TV-Connected Viewing Grows, Ad-Supported Cable Declines

TV viewing via internet-connected devices continues to see sharp growth -- up 45% in TV homes in June and 43% among 18-49 viewers over the same period a year ago.

The TV usage share for TV-connected devices -- which includes Roku, Apple TV and Google Chromecast set-top boxes -- is now at 12.7% of all TV use on a total day basis among 18-49 viewers, according to Pivotal Research Group. It was 8.5% in June 2016 and 4.9% in June 2015.

Brian Wieser, senior research analyst of Pivotal, says that while TV-connected growth “was rapid once again, [it is] decelerating.”

Ad-supported cable networks still command the largest share for C3 18-49 -- at 42.1%, down from 44.8% a year ago. English-language broadcast networks are next at 13.7%, down from 14.8% in June 2016.

Among the TV network groups, Viacom continues to produce the largest share of the Nielsen C3 18-49 commercial share. C3 is the average commercial minute ratings plus three days of time-shifted viewing.



Viacom was at a 17.6% share in July 2017, up from 17.2% a year ago. Viacom has dropped its average commercial advertising load per hour -- to 14.4 minutes/hour from 14.9.

After Viacom, NBCUniversal has a 14.3% commercial share (with an ad load average of 10.5 minutes/hour), followed by Time Warner with 12.1% (9 minutes/hour); Discovery, 7.8% (9.9 minutes/hour); 21st Century Fox, 7.5% (10.4 minutes/hour); Walt Disney, 7.0% (7.5 minutes/hour); and A+E Networks, 6% (12.3 minutes/hour).

Scripps Networks Interactive is at a 5.5% share (13.3 minutes/hour), with AMC Networks at 3.3% (12.5 minutes/hour) and CBS (for its broadcast network) at a 2.9% share (12.8 minutes/hour).

Next story loading loading..