Research: 53% US adults watching more TV

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Consumer research from Leichtman Research Group (LRG) finds that since the impact of the coronavirus pandemic, 53 per cent of adults ages 18 and above in US TV households agree (8-10 on a 1-10 scale) that they now spend more time watching TV per day, while 16 per cent disagree (1-3).

There are no significant differences by age, income, or gender of those agreeing that they watch more TV per day, nor is there a significant difference between SV0D and non-SVoD households.  However, 56 per cent of pay-TV subscribers agree that they now spend more time watching TV per day, compared to 45 per cent of non-subscribers.

These findings are based on an online survey of some 1,200 TV households in the US.

Other findings on changes in consumer behavior since the impact of the coronavirus include::

  • 62 per cent of pay-TV premium subscribers, 62 per cent of pay-TV DVR subs, and 59 per cent of pay-TV on-Demand users agree (8-10) that they now spend more time watching TV per day
  • 43 per cent of connected TV users agree (8-10) that they use connected TV devices more often, while 20 per cent disagree (1-3)
  • 52 per cent of connected TV users with annual household incomes >$75,000 agree (8-10) that they use connected TV devices more often – compared to 42 per cent with household incomes of $30,000-$75,000, and 28 per cent with household incomes <$30,000
  • 45 per cent of connected TV users ages 18-54 agree (8-10) that they use connected TV devices more often – compared to 31 per cent of ages 55+
  • 39 per cent agree (8-10) that they are more satisfied with their streaming video services, while 18 per cent disagree (1-3)
  • 33 per cent agree (8-10) that they are more satisfied with their pay-TV service, while 16 per cent disagree (1-3)
  • 36 per cent agree (8-10) that they are more satisfied with their home Internet service, while 19 per cent disagree (1-3)

“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,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group. “Usage growth has played a role in boosting consumers’ positive perceptions of their streaming video, pay-TV and broadband services.”


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