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Only 39 Percent of Viewers Choose Live TV As Their Default Option, Says Study (deadline.com)

Posted by BeauHD on from the channel-surfing dept.

According to a new study by Hub Entertainment Research, viewers are increasingly defaulting to on-demand sources like Netflix, Amazon Prime Video, and Hulu instead of live TV. The study found that only 39% of viewers tune into live programming from a traditional pay-TV provider, down from 47% last year. On-demand sources, collectively, were the first choice for 48% of viewers. Deadline reports: For viewers aged 18-34, the pattern is more stark -- only about a quarter (26%) of the demo lists live TV as a default, compared with 35% a year ago. One clear influence on consumer behavior is the increase in TV sources -- the average person has 4.5 distinct sources to choose from (including linear TV, DVR, VOD, Netflix, etc.). That number is up from 3.7 in 2014. Among viewers 18-34, the number is higher, at 5.1 sources -- plus, Hub found that fully 50% of 18-34-year-olds subscribe to at least two of the "big three" SVOD services, Netflix, Amazon or Hulu. Even older generations accustomed to the "clicker" have turned away from live TV as a default. About 56% of viewers 55 and older listed live as their first choice, but that's down from 66% a year ago.

3 of 96 comments (clear)

  1. Commercials by Fly+Swatter · · Score: 5, Insightful

    Excessive advertising, they did magazines in, now so too TV. The world-wide-web is next.

    1. Re:Commercials by nehumanuscrede · · Score: 4, Insightful

      No lie there.

      Once advertisements in magazines exceeded the number of articles or information I wanted to read, I ceased all of my subscriptions. ( years ago mind you )

      I've actually blocked entire TV networks ( I'm looking at you FX ) because of their advertising methods. Early in the show, the ratio of show to commercials favors the show. However, the longer the show runs, the less you get to see in one segment before the next set of commercials ( which, maddeningly, are the same GD commercials over and Over and OVER again ) breaks in. By the end of the show, you're lucky to get 5-7 minutes of show without a commercial break.

      Fuck that. Program it out.

      You're right though. We're seeing the same shit happen with the net and excessive advertising will be its demise.

  2. as a coincidence... by roc97007 · · Score: 1, Insightful

    As a complete coincidence, according to the last census, people in the US age 45 and over account for 39.4 percent of the population. Expect the percentage of "live TV" viewers to drop almost directly as people born in 1975 and earlier age and drop off the end.

    In other words, watching "live tv" is largely an old person's pastime. What I choose to call "the TV tray generation".[1] And it's dying out.

    [1] Yes, I know 45 to 85 or thereabouts can arguably be called two generations. Work with me here.

    --
    Oliver's law of assumed responsibility: If you're seen fixing it, you will be blamed for breaking it.