“Traditional TV usage — which has been falling among viewers ages 18 to 34 at around 4 percent a year since 2012 — tumbled 10.6 percent between September and January,” writes our friend Claire Atkinson in the New York Post.
The article also says, “‘The change in behavior is stunning. The use of streaming and smartphones just year-on-year is double-digit increases,’ Alan Wurtzel, NBCUniversal’s audience research chief, told The Post. ‘I’ve never seen that kind of change in behavior.’”
Atkinson adds, “This season’s steep slide means there are almost 20 percent fewer young adults watching their TV sets in primetime than four years ago.
“In 2011, 21.7 million young adults tuned in to their TV sets. By the end of last month, that figure had fallen to 17.8 million, according to Nielsen figures.
“Adding insult to injury, the median age of the TV audience hit 50 this year. That’s older than the 18- to 49-year-old audience that network executives have banked on for decades.”
One of the most challenging issues the TV industry faces is how to measure all of the viewing that’s not done on traditional TV sets in the home.
To read more about this important issue we suggest you click on the link, above, which will take you to Atkinson’s original story.