Linear TV Down In Major Markets, On-Demand To Surpass Linear In U.S. This Year

Linear TV viewing time declined in the U.S., Australia and seven European markets in 2021, confirms newly released research from Omdia.

The linear declines reflected the end of COVID lockdowns in 2021, as well as the ongoing shift toward on-demand viewing.

“In highly developed markets such as the U.S. and …

research, streaming, television, video

1 comment about "Linear TV Down In Major Markets, On-Demand To Surpass Linear In U.S. This Year".

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Ed Papazian from Media Dynamics Inc, August 3, 2022 at 10:16 a.m.
Omida is reporting that the average person in the U.S.---I assume this refers to those living in homes with at least one TV set-----watches slightly more than six hours of linear TV daily. If we add three hours per day for streaming plus another hour for digital video this would make a total of ten hours per day as the average for "TV" viewing ---which is a totally impossible stat. Consider what the corresponding figure would be for TV's heaviest viewers using the same measurement---does 20% of our TV home population average 20-25 hours per day with "TV"? Of course not. As a guess, I think that they may be confusing set usage with "viewing"---which would explain that very high six- hours- a- day average for linear TV. According to Nielsen, the norm for linearTV viewing is roughly three hours per day---not six. As the average TV home resident watches only half of the time when a set is in use failure to appreciate the viewer-per-set factor could explain the seeming discrepancy.
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