CEA: 70% of Viewers Stream

The Consumer Electronics Association and NATPE have released the preliminary results of a joint study on consumers’ attitudes toward TV viewing. Generally, it tends to confirm trends we've already been seeing: the rise of streaming video, time-shifting, multiscreen, and differing behaviors of different age groups.

Among the findings:

• More than 70% of viewers in broadband households have streamed full-length TV programs in the past six months.
• 55% of millennials use TV sets as their primary viewing platform, while streaming devices - laptops, tablets, and smartphones - are poised to dominate their viewing preferences.
• The study indicated a decline in the amount of time spent watching live TV programs during their scheduled air time, particularly among millennials.
• Millennials value their Netflix subscriptions more than broadcast or cable.
• Gen Xers tend to be the heaviest users of their cable/satellite/telco time shifting offerings including VOD and DVR. The study indicated that DVRs are primarily used to avoid commercials, while VOD is for convenience.