With the television networks about to spend millions on ad campaigns to grab viewers for their new fall seasons, research indicates that consumers increasingly are shunning live TV, reports the New York Post.

Viewers in New York are watching 15 minutes less of live TV a day this year, while increasing the amount of video they watch through streaming services or delayed viewing, the piece notes, citing Nielsen’s “Local Watch” report.

“New Yorkers still had the TV set on for a stunning average of four and a half hours a day, but that was down from four hours and forty-five minutes logged in Nielsen’s first report in February 2013,” the story reports. “New Yorkers spent 33 minutes on ‘time-shifted’ TV viewing such as DVR playback and seven minutes on over-the-top streaming via the Internet. Nielsen will only begin to count mobile viewing on tablets and smartphones later this fall.”

Sixteen of the top 25 television markets saw a decline in live viewing when compared with a year earlier, the piece adds.

“You have to ask are we starting to reach a tipping point where viewers have so much opportunity they’re not watching live TV anymore?” said Brad Adgate, Horizon Media’s senior vice president of research. “It’s particularly young people, but it’s pushing out to the older demographics.”