I thought I was remembering over 50% online already now. This claims that 45%
of respondents still prefer to watch TV "live." And it says even less
ambiguously, "Among millennials aged 14-25, nearly 60% of time spent watching
movies occured on computers, tablets and smartphones, making movie viewing
habits 'decidedly age-dependent,' said Deloitte."
Bert
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http://www.digitaltveurope.net/356912/streaming-overtakes-live-viewing-in-the-us/
Streaming overtakes live viewing in the US
April 23, 2015
Deloitte Digital Democracy Survey
Streaming content has overtaken live programming as "the viewing
method-of-choice" among Americans, according to Deloitte's latest 'Digital
Democracy Survey'.
The ninth edition of the research report claims that, on a monthly basis, 56%
of US consumers now stream movies and 53% stream TV, compared to 45% who prefer
to watch TV programs live.
Among millennials aged 14-25, nearly 60% of time spent watching movies occured
on computers, tablets and smartphones, making movie viewing habits "decidedly
age-dependent," said Deloitte.
Some 68% of respondents were also found to 'binge-watch' three or more episodes
of a given programme in one sitting, with 31% of Americans doing so on a weekly
basis.
"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 and US media and
entertainment sector leader.
"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
behaviours and attitudes towards curating an individual experience."
The survey found that the internet was the most valued service to an
overwhelming 93% of millennials. Despite this, 58% of millennial internet
subscribers said they still value pay TV, with 22% of those who don't currently
own a television planning to purchase a new television within the next 12
months.
However, a quarter of millenials also said they had either cancelled their pay
TV subscriptions in the last 12 months or hadn't had pay TV for more than a
year.
The research surveyed more than 2,000 consumers, aged 14 and older in the US to
assess technology, media, and telecommunications consumption trends.
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