In its latest “How We Watch: Trends in TV Habits” research, LG Ad Solutions revealed that 52% of viewers in the United States use four or more streaming apps, and only a tiny minority (3%) does not stream. The online survey, conducted in June 2023, aimed to determine consumer perceptions and behaviors related to connected TV.
According to the study, streaming is preferred to linear TV. In fact, 71% prefer streaming TV to linear TV. Primary drivers of a preference for streaming include watching at own pace and access to more content. For the minority who prefer linear, channel surfing is the biggest pull.
Meanwhile, viewers think it is easier to discover content on streaming. In fact, two-thirds of viewers are on the lookout for new TV shows, and three quarters prefer the discovery experience on streaming platforms. However, despite indicating it is easy to find new content on streaming platforms, younger demos report some choice paralysis.
Regarding costs, 47% of people surveyed consider streaming enables a lower monthly entertainment spend, and is, therefore, more cost effective. Households spend about a third less on streaming: while the monthly average spent on linear TV is about US$95, on streaming it is US$62. At the same time, streaming provides options for controlling costs, as 94% of viewers take some action to keep streaming costs low.
Furthermore, the “How We Watch: Trends in TV Habits” research also revealed that free ad-supported streaming is used by a majority of viewers (75%). According to the people surveyed, FAST is the free alternative to cable TV because it offers viewers a linear-like TV watching experience, enables channel surfing while reducing active searching, provides easy access to content for those who always want something on the TV, and gives viewers access to beloved syndicated content as well as originals and exclusives. Moreover, 54% use free ad-supported streaming to manage entertainment costs.
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