Despite all the hullabaloo about the ascendancy of Web video and predictions about the demise of cable, Americans still watch a lot of television. Those are the findings, at least, from the latest study by Nielsen. And even with all the various ways people can now consume video, Americans’ intake of “traditional” TV is still the dominant source for most viewers. Furthermore, this viewership has increased by 22 minutes per month per person over the last year.
That being said, mobile video continues to see substantial increases in viewership, up over 41% from last year and more than 100% since 2009. Internet video streaming is also on the rise.
Shifting Consumption Patterns Among Younger Generations?
Even though Americans are consuming more video content across multiple devices, the Nielsen report does point to some interesting demographic differences in media consumption – something that definitely suggests that even though traditional TV viewership remains strong, that is likely to change.
Until the fall of 2010, Nielsen found that typically the heaviest media consumers did so across all platforms – mobile, streaming, television. But there is now a new sector that defies that pattern – a group that watches little TV but streams significantly more Internet video. Nielsen says that this is being led by the age 18-45 demographic, a group that is “significant but small.” About 20% of this group spends 27 minutes per day watching streaming video online. Just as importantly, this particular group watches the least amount of traditional TV.
Nielsen says that as people age, they do spend more time watching television. But it remains to be seen as to whether or not traditional TV viewership will be the media that we turn to as we grow older.
