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::
“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.”