Streaming Enabled TVs have changed the way Americans watch television, according to the “The Changing TV Experience Study 2017,” the third in a series the IAB released during the 2017 Digital Content NewFronts.
56% of U.S. Adults own a Streaming Enabled TV which is a 56% rise from 2015. The majority of time Americans are watching TV (54%) is spent streaming video (20%), which can include network TV shows, subscription service original shows, or original digital video content.
Some additional key highlights from the study include:
- 46% of American’s ‘TV Screen Time’ is spent watching Traditional Linear Programming
- Half of Streaming Enabled TV owners (50%) say they prefer watching commercials over paying for ad-free subscriptions when streaming video on TV
- Multitasking on a second device continues to be a common occurrence when consumers watch programming on televisions, however multitasking incidence is lower when a consumer is watching digital video (72%) than during traditional linear viewing (81%)