Now with almost all states re-opening, at least partially, and relaxation of COVID-19 stay-at-home orders, Nielsen says traditional TV viewing has drifted back to historical levels while connected TV usage remains high.
Connected TV for the most recent week of May 4 shows 3.5 billion hours of viewing in the U.S. For the last eight weeks, CTV viewing has averaged 3.8 billion hours.
This is in comparison to the period of March 2-March 9 before the onset of COVID-19, which averaged 2.8 billion hours.
Nielsen says that with 49 of the U.S. states now re-opening partially or fully, high CTV usage is a “new normal.”
In response to the rise of COVID-19, Nielsen says there has been an increase in co-viewing overall, with subscription video-on-demand services posting the best results.
Fifty-two percent of people two years and older viewed some content with another person on SVOD services for the most recent week -- up from 47% two weeks earlier.
By contrast, traditional TV co-viewing rose by a smaller margin -- just 2% for the most recent week (May 4) versus the week of March 2. Broadcast rose 37% (from 35%), while cable and syndication each rose 35% (from 33%).