• by Wayne Friedman , March 16, 2018

A significant number of consumers who don’t have pay TV packages watch a lot of live TV.

In a study that examines live TV viewing, Parks Associates says consumers who have never had pay TV -- so called “cord nevers” -- spend about one-third of their TV viewing time watching live content, primarily from over-the-air TV channels.

Looking at all TV viewing among young consumers 18-34, over one-quarter comes from live TV-video services This includes pay TV, over-the-air channels, and live streaming.

Confirming many other studies, Parks says live TV program viewing continues to drop -- 60% of all video viewed on TV is on-demand, time-shifted, or non-linear content.

Parks says that among TV viewers who watch live TV, 17% of their live viewing comes from an online video platform -- such as CBS All-Access, Univision Now or PlutoTV.

For those under 35 who watch live TV, this online live program share climbs to 30%.

The survey was conducted in the third quarter of 2016 among 4,973 U.S. broadband homes.