Nielsen's recent content-viewing report revealed that an increasing number of households have evolved their content-viewing habits, many of which include the number of devices available to view in the house. According to the researcher’s most recent study, only 19% of U.S. homes use one TV. “Regardless of prevalence within the household, the TV remains a media mainstay, complementing the growing array of other devices that consumers use to access whatever content they choose—and on their schedules," Nielsen explains."Freed from a physical dial’s worth of content, today’s TVs have all the flexibility in the world when it comes to content, and American households are consistently evolving how they use their TV sets, and that usage varies from room to room.”
The average number of TVs per household today is 2.3, and 44% do not rely on cable to access content. While many viewers use the same device connected to a cable service to watch digital platforms, others have designated TVs for each viewing form. The researcher also analyzed the most commonly-used household locations, with the living room remaining the most popular.
Total shared TV usage was measured to be 58% among individuals over the age of 2. Approximately 55% of the content was viewed by a single person, while SVOD platforms take the largest co-viewing share. In secondary bedrooms, 51% of consumers use internet-connected devices to engage with content. In basements, that percentage is 47%. In primary bedrooms, traditional TV programming accounts for 68% of use; among consumers 65 and older, that percentage rises to 88%.
Nielsen highlighted the importance of advertisers taking the time to understand their consumers' viewing habits. “The proliferation of devices and platforms has implications when we look at media consumption from room to room—and from household member to household member,” the researcher explains. “Understanding personalized TV usage and consumption as choice increases provides advertisers and agencies with the insight they need to ensure meaningful engagement with end consumers at the point of consumption.”
Regardless of prevalence within the household, the TV remains a media mainstay, complementing the growing array of other devices that consumers use to access whatever content they choose—and on their schedules. Freed from a physical dial’s worth of content, today’s TVs have all the flexibility in the world when it comes to content, and American households are consistently evolving how they use their TV sets, and that usage varies from room to room.” Nielsen
