Originally published: September 11, 2011
Last updated: September 11, 2011 - 1:00pm
A new TV viewing study from media and marketing consultant Altman Vilandrie & Co. and online survey firm Research Now has found that just one-third of young adults 18-34 in the U.S. now watch TV shows during their normal broadcast time on a regular basis. Their preference: on-demand services like Netflix and Hulu, where they can access programs and movies when and where they want.
The finding is in line with a broader study completed recently by Swedish tech firm Ericsson that found on-demand viewing was on the rise and viewing to scheduled TV programming was declining across 13 countries across Europe, Asia and North and South America. But the Altman study also found that as viewers get more accustomed to controlling TV time, they also want more control over how they access programs. Increasingly, the device of choice is the smartphone.
- Video Streaming Continues To Gain Acceptance Among TV Viewers
- Report: TV Everywhere Falls Short
- TV Still The King Of The Screens: comScore
- Study: Old-School TV Viewing Is Still Growing
- Younger Americans More Likely to Use Internet TV Than DVR, Study Says
- 56 Percent of US Millennial Tablet Owners Use Their Device in Conjunction with TV Viewing
- Multiplatform Viewing Reflects Mass Market Behavior
- Millennial’s Continue To Defect From Summer Broadcast TV -- To the Tune of 20%
- What Are Men Watching Other Than Sports in Broadcast TV Primetime?
- Pivot Study: 13% of Millennials Are 'Broadband Only' Customers
- Demographic-Based TV Buys Not Enough
- More Internet TV Viewers Erode Traditional Media
- Nielsen: Radio Reaches 77% of Adults Daily
- For Latinos, TV Viewing Is Family Affair
- NPD: 3/4 of Young Adults with Connected TVs Watch OTT Video