A new report from Nielsen out Wednesday carries discouraging words for the traditional television business.
Deadline.com reports that Nielsen’s quarterly Total Audience Report shows the decline in conventional television viewing accelerated in the third quarter, with monthly viewing of traditional television dropping by 5 hours and 42 minutes compared with a year ago.
People still spent an average of 141 hours and 19 minutes a month on traditional TV, but the 3.9 percent drop was noticeably larger than the “2.7 percent year-over-year slide in Q2,” Deadline notes.
Where did the viewers go? Mostly to Internet video viewing such as Netflix and YouTube, which jumped by just over four hours per month, or 60 percent, to 10 hours and 42 minutes, Deadline reports. Smartphone video viewing also grew healthily, by just under 25 percent, or 21 minutes (to a monthly total of 1 hour, 46 minutes.)
Nielsen’s Dounia Turrill said: “The growing penetration of new devices and the popularity of subscription-based streaming services, time-shifted and over-the-top viewing — as well as cord-cutting and cord shaving — are fundamentally changing the TV industry.”