The number of traditional TV viewers will grow by 8.3 million, while daily TV viewing is also expected to grow among Americans by 19 minutes to two hours, and 46 minutes per day, and later decline to 2 hours, and 38 minutes per day by the end of 2021.
U.S. TV viewership and time spent is unexpectedly rising as people continue to stay home amid the Covid-19 pandemic. Despite the spike, Emarketer predicts the number to decline once again in 2021 after the pandemic subsides. “Consumers will undoubtedly be fixated on their TVs more in 2020 due to stay-at-home orders, continued interest in up-to-date news on the pandemic and increasingly, more leisure time due to increasing unemployment rates,” said Emarketer Forecasting Analyst, Oscar Orozco.
The number of traditional TV viewers will grow by 8.3 million to 287.3 million this year, which marks the first-ever point of growth the industry has seen since 2011. Despite older age groups contributing most of the views, all age groups have formed a part.
According to Emarketer’s research, the average watching has increased, and daily TV viewing time among Americans is expected to grow this year by 19 minutes to two hours, and 46 minutes per day. It’ll be the first time since 2012 since traditional TV will grow. The forecast for Q4 2019 shows that there is also an anticipated decline of TV time this year to two hours, 20 minutes.
The downward trajectory of sales is expected to begin next year. By the end of 2021, the study projects daily TV time among Americans to decline by 8 minutes to 2 hours, and 38 minutes per day. Despite the decline, the figure is higher for 2021 than it would’ve been if it hadn’t been for the pandemic, at 2 hours, 12 minutes per day.
Consumers will undoubtedly be fixated on their TVs more in 2020 due to stay-at-home orders, continued interest in up-to-date news on the pandemic and increasingly, more leisure time due to increasing unemployment rates.” Emarketer Forecasting Analyst Oscar Orozco.
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