Left to Your Own Devices: Understanding Consumption In Today’s Connected World, Q1 2019
In VAB's latest quarterly report that surveys the video landscape "Left to Your Own Devices," the company updates the media consumption habits of major demographic segments and takes a deeper look at how consumers are discovering video content in the era of "peak TV."
Consumers are living in a video-fueled world, as video accounts for more than 50 percent of the 11-plus hours people spend with media per day. But it's important to note that TV continues to be the most popular means to watch video, as live TV represents more than 66 percent of total video viewing. This quarter also marked the first time that more millennials were engaged with a TV-connected device than radio during any given minute.
Although overall time spent with TV has decreased as video viewing continues to grow on alternative devices, such as connected devices and smartphones, ad-supported multi-screen TV brands are well-positioned to continue capturing audiences across all demographics and across any screen.
Consider these statistics:
- Ad-supported, TV-branded digital platforms collectively grew their unique mobile reach to more than 200 million adults in Q1 2019.
- In any given minute there are seven times more adults watching multi-screen TV brands than there are on YouTube, and there are five times more millennials watching multi-screen TV brands than there are on Facebook.
In terms of video content discovery, more than half of adults are always looking for new TV shows to watch. But when streaming-service users don't know what they want to view, they're more likely to turn to TV first to find something before subscription services.
- Fifty-eight percent of streaming adults frequently tune into their favorite TV channel when they want to watch something, but don't know exactly what, versus the 33 percent who browse the menus on their subscription services.
- The same holds true for streaming millennials, although the gap is closer at 52 percent versus 45 percent, respectively.
And when it comes to films, movies are popular with audiences year-round. Seven films grossed over $100 million domestically during Q1 for a collective box-office total of $1.2 billion just among those titles.
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Source
"Left to Your Own Devices: Understanding Consumption in Today's Connected World, Q1 2019." VAB, 2019.