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  • Report: Online Video Viewing Edges Out Traditional TV Viewing in U.S.

    In August, hours spent watching online video per week edged out hours spent watching traditional TV on broadcast, cable, or satellite in the U.S., according to a new report from Limelight Networks. Respondents in the U.S. said they watched a record 9.3 hours of online video per week vs. 8.9 hours of traditional TV. Respondents in India, Singapore, Indonesia and France also watched more online video weekly, while those in Germany, U.K. and South Korea continue to watch more traditional TV.

    Only viewers in India (10.9 hours per week) and Indonesia (9.5 hours per week) watch more online video that U.S. viewers. Globally, online video consumption reached 7.9 hours per week in August, up 16% vs. 6.8 hours per week a year ago and 4.3 hours per week in 2016. 27% of respondents said they watch 10 hours or more of online video per week while 39% said they watch 4 hours per week or less.

     

    No surprise, younger viewers watch the most online video and older viewers watch the least. 18-25 year olds watch 9.2 hours per week, while 61+ year olds watch 7.5 hours per week. 18-25 year olds also watch the least traditional TV, with 6.2 hours per week, compared with 61+ year olds with the most, 8.4 hours per week.

    TV shows are the most popular online video content, with 4.6 hours viewed per week, just ahead of movies at 4.5 hours viewed per week and user generated content at 4 hours per week. YouTube is the most popular way to watch user generated content, with 65% of respondents globally citing it. In the U.S. 50% of respondents cited YouTube, far ahead of Facebook which was cited by 21.5%.

    SVOD continues to grow in popularity, with U.S. respondents saying they subscribe to 2.2 paid services on average vs. 1.6 in 2018. Globally the rate was 1.5 paid services on average vs. 1 in 2018. 45% of U.S. respondents said they subscribed to additional services in the past 6 months. The primary reasons cited for adding new services was “I spend more time at home due to Covid-19” (37%), followed by “There was content that I wanted to watch” (29%). About a third of U.S. respondents said they share login information to paid services.

    The full report includes additional data by country, covering most popular content providers, binge-viewing, live streaming, causes of viewer frustration and more. The full report is available as a complimentary download here.

     
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