Live TV Viewing Time With Legacy TV Providers Double Viewing Time Via CTV Devices

Nielsen says live TV consumption still has a commanding position over new streaming technology -- with viewers spending twice as much time per day with live TV-delivered set-top-box/over-the-air content than with all content from TV-connected-delivery devices.

In the fourth quarter of 2021, the average adult spent 2 hours and 53 minutes a day consuming legacy live TV-delivered content, with 1 hour and 22 minutes coming from connected-TV delivered devices.

Another 34 minutes went to time-shifted TV-delivered programming.

Overall, Nielsen says, the average adult spent a total of four hours and 49 minutes watching content each day.

Average streaming time in February 2022 grew 18% to 169.4 billion minutes versus the same month the previous year.

From July through December, advertising-free subscription video-on-demand (SVOD) services had a 53% share of all streaming minutes. Twenty-five percent went to advertising-video on-demand services (AVOD), and 10% via multichannel video programming distributors (MVPDs), including virtual MVPDs.



Another 12% was in the “other” category. Nielsen says YouTube/YouTube TV consumption was accounted for in the AVOD category.

Nielsen says 24% of paid traditional video subscribers -- cable, satellite, telco, virtual services -- also had two streaming services, while twenty-three percent had three; 18%, had four; another 18% had one service.

Smaller shares went to those consumers who have more the five streamers services -- 10% had five streaming services, and 7% had more than six.

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