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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: 5, Interesting

      Same. The Reader View trick seems to work against many of them though.

      View a page, adblocker notice pops up being annoying as shit. Reload page, press F9 ( Firefox ) and the page is loaded into Reader View.
      Content becomes readable, no ads. No blocking notice. YMMV, doesn't work on all sites.

      Those that it doesn't work on, I simply skip.

      Those sites that are known for blocking I skip completely by default.

  2. I've been using Tivo since 2000 by SensitiveMale · · Score: 5, Informative

    FF, rewinding, and saving programs are necessary. Watching a 60 minute show in 40 minutes makes a huge difference. Skipping over a boring segment and saving another 10 to 20 minutes saves even more time.

    Oh, and pausing at boobs on TV. That's killer.