According to Deloitte’s latest Digital Democracy Survey, Americans now prefer to stream TV content (53 per cent) rather than watch TV content live (45 per cent). The report also found that viewers aged 14 to 25 year olds watch more content on mobile devices than they do on actual TVs.

Another trend increasing in popularity across all age groups is binge-watching – Deloitte’s study says that of those who binge, 31 per cent do so weekly, or 21 per cent of the total population.

“Personal viewing experiences and the ability to consume media at your own pace is significantly impacting how US consumers value their content devices and services,” said Gerald Belson, vice chairman, Deloitte LLP and US Media & Entertainment sector. “Today, binge-watching, and the ability to watch what we want, when we want, and where we want, is an exciting cultural phenomenon that is shifting consumer behaviors and attitudes towards curating an individual experience.”

Additional highlights from the report include:

• 90 per cent of consumers now multitask while watching TV.
• Millennials and Generation X (age 32-48) both engage in an average of three additional activities while watching television.
• Less than one-quarter of those watching television are engaging in multitasking activities that correlate with the ongoing programme.
• Nearly 75 per cent of consumers say that they tend to multitask more during television ads than during digital ads.
• 62 per cent agreed that they would be willing to view advertising during their streaming video programming if it significantly reduced the cost of their subscription.
• 16 per cent of Millennials indicated they had either cancelled their pay -TV subscription in the last 12 months or haven’t had pay-TV for more than a year.

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