The consumer research report, “Connected and 4K TVs 2020,” conducted by Leichtman Research Group (LRG) found that 53% of adults ages 18 and above in U.S. TV households agree 8-10 on a scale of 1-10 that they now spend more time watching TV per day, while 16% (1-3) disagree. The data was based on an online survey of 1,200 TV households in the U.S..
Just over three-fifths of pay-TV premium subscribers, which account for 62% of pay-TV DVR subs, along with 59% of pay-TV on-demand users admitted that they now spend more time watching TV per day since the pandemic began, with two-fifths (43%) of connected TV users saying that they use connected TV devices more often, while 20% disagreed. Looking at social groupings, 52% of connected TV users with annual household incomes over $75,000 agreed that they use connected TV devices more often compared with 42% with household incomes of $30,000-$75,000, and 28% with household incomes under $30,000.
The study found that 56% of pay-TV subscribers noted that they now spend more time watching TV per day, compared to 45% of non-subscribers. There were no significant differences between age, income, or gender from those agreeing that they watch more TV per day, nor is there a significant difference between SVOD and non-SVOD households. Bruce Leichtman, President and Principal Analyst for Leichtman Research Group explained that “reported increases in TV viewing since the coronavirus pandemic began are consistent across demographic categories, while perceived increases in connected TV usage are more prevalent in higher-income households and among younger adults,” he said. “Usage growth has played a role in boosting consumers’ positive perceptions of their streaming video, pay-TV, and broadband services.”
In regards to age groups, 45% of connected TV users ages 18-54 agreed that they use connected TV devices more often compared with 31% of ages 55 and over. Almost two-fifths agreed that they are more satisfied watching streaming video services, while 18% disagreed. A third said that they are more satisfied with their pay-TV service, while 16% disagreed. just over a third said that that they were more satisfied with their home Internet service, while 19% disagreed.
Reported increases in TV viewing since the coronavirus pandemic began are consistent across demographic categories, while perceived increases in connected TV usage are more prevalent in higher-income households and among younger adults. Usage growth has played a role in boosting consumers’ positive perceptions of their streaming video, pay-TV, and broadband services.” Bruce Leichtman President and Principal Analyst for Leichtman Research Group
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