• by Wayne Friedman , 6 hours ago

Nearly 90% of modern TV viewing continues to come with multitasking activities -- but not just with use of a mobile phone.

A new study from Altice USA’s pay TV provider Optimum says major multitasking activities with TV viewing include, in order: eating, internet browsing on one’s phone, texting/talking on the phone, enjoying the company of friends and family, scrolling social media, and cooking.

“We all have busy lives, but in between family, work and school, we all have unique television habits, and it’s interesting to hear about them,” says Eric Bruno, senior vice president of product management at Optimum, in a release.

Research shows U.S. viewers watch an average of 24 hours of TV every week, and 66% of U.S. consumers watch TV “all or most of the time.”

With regard to streaming TV, the survey says almost 75% of Americans use Amazon Prime and Netflix -- more than other streamers.

Looking at U.S. consumers' cord-cutting trends, the report says 25% of those surveyed only have streaming services in their homes. The most popular viewing content on streamers is movies.

When it comes to program discovery, Optimum says 40% of TV viewing relies on suggestions from friends and family.

Optimum, which include broadband and pay TV/video services, has 4.5 million subscribers in 21 states. The survey of 2,000 respondents was conducted between February and March this year.