A new study had a result that will be a surprise to many, which is that Americans are watching as much television as ever.
Media Life reports that the study, from Pivotal Research Group, also concludes — less surprisingly — that viewers are watching in different ways — including on over-the-top devices and game consoles.
In the key 18-49 demo, viewership this TV season was up slightly, rising 0.3%.
Viewership among kids 2-17 dipped slightly, by 0.2%, while viewing among adults over 50 was up 3%.
“The data includes seven-day DVR playback and virtually any form of TV watching, including Spanish-language, public broadcast, premium cable, DVDs and connected TVs,” the report notes. “Pivotal argues that this metric is a better indicator of interest in TV than the C3 ratings ads are bought on, which measure commercial ratings with three-day DVR playback.”
Connected devices are grabbing an increasing share of viewing, with the combined number for devices such as Roku and Xbox rising from an average of 2% of viewing last year to 5% this year.
The study also broke down the 18-49 demo into users who have Netflix and those who don’t, finding that viewing was down 5% among those with Netflix while it soared 11% among viewers who don’t have Netflix.