nScreenMedia OTT multiscreen media analysis

Streaming media player enters and DVD player exits

live tv usage Q1 2016 Q1 2017

Nielsen’s Q1 2017 Total Audience Report gives us a look at which video devices are growing and which are not. From the data, it looks like Americans are carrying the DVD player out the door as they bring the streaming media player in!

Traditional television – viewing continues to decline

Penetration: 94% (+1% YoY), Overall Usage: 30.7 hours per week (-4.5% YoY)

In Q1 2017, live television viewing fell in every age group except in those 65-years-old or older, where usage remained flat. Viewing fell the most in those between 12 and 34 years old. Teens watched 16% less than one year ago and are watching 41% less than in Q1 2012. They watch for less than two hours a day, the lowest TV viewing of any age group. Contrast that with the over-65s who watch for 4 hours and 20 minutes a day.

The DVR – a device for the over-35s

Penetration: 66% (+1% YoY), Usage:  3.6 hours per week (+3.9% YoY)

DVR usage continued to decline in the young in Q1 2017. Once again, teens lead the way, watching 7% less timeshifted TV over Q1 2016.  The now watch about as much video on their smartphones as they do on their DVRs. Older Americans increased DVR usage. Those over-64 watched 15% more timeshifted TV, or 41 minutes a day.

The DVD/Blu-ray player – fading fast in all age groups

Penetration: 33% (-6% YoY), usage: 52 minutes per week (-16% YoY)

The disk player continues to fade with the retail and rental disk market. Declines in usage were sharpest in the millennials, with 18-24-year-olds watching through the device 31% less. The data suggests an average home now only watches, at most, a DVD or Blu-ray disk every other week.disk player usage Q1 2016 Q1 2017

The game console – holding its own

Penetration: 29% (-1% YoY) , usage: 1.95 hours per week (-1% YoY)

Usage of game consoles remained mostly flat across all age groups in Q1 2017, with two exceptions. Those aged 50-to-64 decreased usage 14%, and those over-64 increased usage 29%. However, that doesn’t mean older Americans have suddenly discovered eSports. Compared to younger people, their usage remains tiny. For example, those 65+ on averaged used the devices for just 9 minutes per week, while the 18-24-year-olds used them for 4-and-a-half hours per week.

Streaming media players – rising star of the American home

Penetration: 40% (+14% YoY) , usage: 2.3 hours per week (+47% YoY)

Streaming media players like Roku and Apple TV are the rising star of the American home. Usage is doubling and tripling in some age groups. For example, those aged 50-64 years boosted usage 227% between Q1 2016 and Q1 2017. There is now significant usage in all age groups. The biggest users are the 50-64-year-olds, who use the devices for 3.7 hours a week. The lightest users are those over-64, watching for 1.7 hours per week.Streaming media usage Q1 2016 Q1 2017

PC Video – declining reach, increasing usage

Penetration: 37% (-3% YoY), usage: 2 hours per week (+26% YoY)

Those under 18 are using the PC to watch video less than last year. Teens are turning away from the PC. Usage declined 13% YoY, to 35 minutes a week, and the number watching video on a PC fell 3% to 18%. In older age groups, people used the PC to watch video a lot more than one year ago. For example, 18-24-year-olds and 35-49-year-olds increased the amount of PC video they watched by over 40%. 25-34-year-olds watched the most, 3.3 hours a week, and children watched the least, just 30 minutes per week.

Smartphone Video – big increases, but still small usage

Penetration: 69% (+7% YoY), usage: 47 minutes per week (+104% YoY)

Smartphone video usage continues to grow strongly among adults 18 and over. Biggest users are the young millennials (18-24s), watching for 1.4 hours per week. According to Nielsen, even the over-64s are beginning to get into the act. In years past, the company said there weren’t enough people in the age group to measure. Now the company says 20% are watching smartphone video, though they are only watching the one or two short videos per week.


One Comment

  1. Maybe it has to do with the HIGH Prices Cable and Satellite charge.
    LOTS of viewers do NOT watch Sports.
    Disney found that out with the LARGE DECREASE in ESPN.
    To keep viewers, Cable & Satellite NEED to carry NON Sports Packages.
    They can also have the option to subscribe to a sports package, BUTT do NOT force it down viewers throats.
    I don’t believe people are going to continue to watch TV on small Cell phone screens.
    They will go BLIND and crazy.
    As kids mature they will wake up and enjoy TV like everyone else.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.