LAS VEGAS – Despite tremendous growth in consumer use of connected-TV devices, traditional media have stabilized year over year and thus “the report of their demise appears to be premature,” says Glenn Enoch, SVP of Audience Insights at Nielsen.
At the same time, DVR penetration and that of streaming video on demand (SVOD) have met in the middle. Half of all U.S. homes now have a DVR and half have access to SVOD services.
“A lot of people found it remarkable that the overall consumption of media went up by about an hour from last year, which was a lot more than the growth from the year before,” Enoch says in an interview with Beet.TV at the Nielsen Consumer 360 conference.
The Wall Street Journal reports that adults in the U.S. spend an average of 10 hours and 39 minutes a day consuming media across various platforms and devices, citing Nielsen’s latest study.
According to Enoch, Nielsen saw a continued increase not only in tablet and smartphone adoption but that of personal computers as well, along with “tremendous growth” in TV-connected devices like Apple TV, Roku and Amazon Fire.
“At the same time, the traditional choices remain very, very strong and the report of their demise appears to be premature, because most media consumption is still live TV and radio,” Enoch says. “The traditional media have stabilized. Live TV had gone down a lot year to year last year and it was down very little, just three minutes per day this year.”
Not surprisingly, generational differences show themselves in predictable places, particularly among adults 18-34 and those who are 35 years old and older.
“If you’re 35 plus, you’re much more likely to use a DVR,” Enoch says. “If you’re under 35 you’re much more likely to be using a video game console or a multimedia device.”
This video is part of series produced at Consumer 360. The series is sponsored by Nielsen. Please visit this page for additional segments.
