Comcast 1H: 57% Of Streaming's Reach Incremental, Live Accounts For 88% Of 6 Hours Of Daily TV

On average, well over half of streaming’s reach is incremental to linear TV’s, according to the latest viewership report from Comcast Cable’s advertising division, Effectv. 

Specifically, in this year’s first half, streaming’s incremental reach averaged 57% across more than 20,000 cross-platform campaigns run through Effectv. 

The report, which is based on 15 billion hours of aggregate household viewership data from 17 million Comcast households across 65 markets, as well as Effectv ad-exposure data, confirms that “streaming advertising consistently extends traditional TV campaign reach in meaningful ways,” said John Brauer, Effectv vice president, insights and analytics. 

Comcast households spent an average of 6 hours and 2 minutes per day watching TV — although daily viewing time dropped significantly between the two quarters, from nearly 6.5 hours in Q1 to just over 5.5 hours in Q2. The analysis attributes this to vaccinations and the start of reopening in March of this year. 

Among these households, 88% of daily viewership time was spent watching live linear TV — up from 86% in 1H 2020 — and 70% was spent watching cable. About 70% of live viewing occurred outside of prime-time hours. 


Cable networks’ average share of 1H viewing was 70%--up from 67% in 1H 2020. 

The top five networks accounted for just 31% of total viewing. Comcast households watched an average of 30 different networks, with 304 of the networks found to be most-watched.

The analysis found that viewers were +214% more likely to watch news and +73% more likely to watch sports on traditional TV versus streaming. 

In comparison, they were +153% more likely to watch young adult content via streaming instead of TV. 

TV remained the preferred viewing device, even when watching streaming content, with 76% of streaming viewing occurring on a TV screen during the period.

1 comment about "Comcast 1H: 57% Of Streaming's Reach Incremental, Live Accounts For 88% Of 6 Hours Of Daily TV".
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  1. Ed Papazian from Media Dynamics Inc, September 17, 2021 at 10:57 a.m.

    Karlene, once again, they seem to be using set usage as a surrogate for "viewing". A home is deemed to be "watching" TV if anyone in the home turns on a set, but this does not mean that every member of the household is present and ""watching" when this happens. In fact, such gatherings are very rare these days with so many screens available and so many sources of content. So, on a household basis it's quite possible for one platform---streaming---to add  reach---weekly reach? , monthly reach? ---when the female head---who did not watch any "pay TV" show in the time span involved---- streames a SVOD or AVOD service---but her husband may not have participated in  her streaming experience so his "incremantal reach" was zero. It's easy to reach households---but  more difficult to reach individual consumers.

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