Decline in TV Viewing Cuts Across All Demos

Apr 15, 2015  •  Post A Comment

The widely reported decline in viewership of long-form video content such as TV programming is not limited to younger viewers but cuts across all demos and is taking place worldwide. That’s the gist of new study by Accenture, Wayne Friedman reports in MediaPost.

Over the past year, “Accenture says there was a 13% drop worldwide and an 11% decline in the United States” in viewership of movies and TV shows, Friedman reports. “Even looking at live TV viewing — specifically at sports programming — there have been cutbacks in usages on the traditional TV screen, 10% globally and 9% in the U.S.”

The declines do vary by age, with a 6% dip noted among viewers 55 and older for movie and TV show content, along with a 1% slip in sports programming. In contrast, viewing among 14- to 17-year-olds plummeted 33% for movies and TV shows and 26% for sports.

The decline among viewers 18-34: 14% for movies and TV shows, 12% for sports. In the 35-54 bracket: 11% for movies and TV, 9% for sports.

The Accenture study was conducted online in October and November 2014, and surveyed 24,000 consumers in 24 countries.

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One Comment

  1. Note that the study was conducted online — flawed sample to begin with. Approximately 20% of U.S. adults 18+ don’t use the Internet. And this is a study covering 24 countries; wonder what Internet penetration and use is for the other 23.

    It would be OK if this was positioned as “TV use drops among Internet users.” This shouldn’t be featured as a study of all TV users.

    Also: what does Nielsen have to say about this?

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