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Nielsen just released its quarterly “Total Audience” report, which provides an overview of the television landscape. The headlines that accompany these reports are often misleading, and sometimes simply misinterpret the data. I looked at the last three Q4 reports to get an idea of what’s really going on.
Some highlights:
When it comes to watching video, total adults spent 86% of their viewing time with traditional television in the fourth quarter of 2016, compared to about 14% for all other screens combined. TV viewing declined by just three minutes a day in each of the past two seasons -- so the headlines when this report first came out about TV viewing declining were technically correct, but certainly misleading.
Despite the stability of traditional television, viewing of other video screens (multimedia devices, video on PCs and smartphones) has grown dramatically (by about 2 hours per week, from 3:23 hours per week in Q4 2014 to 5:38 in Q4 2016?). These gains, however, have not come at the expense of traditional television -- at least for total viewers and adults.
I am very surprised that traditional television rules. Many of the people that I know are using Roku and other things that are not traditional. Certainly things are changing with paid television etc.