Infographic: Viewing Shifts in America’s Living Room

Ray Rahmati
February 10, 2012

Did you know that Americans spend more than 33 hours per week watching video? But according to the latest Nielsen Cross-Platform Report for Q3 2011, the way that the American household is consuming video is seeing a big shift, thanks to availability and tech advancements such as mobile video.

Key findings from the Cross-Platform Report–which highlights the viewing behavior of U.S. consumers and identifies emerging trends in media consumption across traditional TVs, mobile and computers–include:

  • Americans spend more than 33 hours per week watching video across screens.
  • Consumers are staying connected. The vast majority (90.4%) of U.S. TV households pay for a TV subscription (cable, telephone company or satellite), while roughly three-quarters (75.3%) opt for broadband Internet.
  • There are 80.8 million cable-plus/broadband homes, 22.3 million homes that subscribe to cable-plus and no broadband and 5.1 million broadcast-only/broadband homes. The number of broadcast-only/broadband homes has increased 22.8 percent since Q3 2010.
  • The biggest shift between subscription types has been among Asians. While nearly two-thirds of Asians subscribed to wired cable in Q1 2011, that number is now just half (at 51%). And, 12 percent of Asians now opt for telco delivery, up from nine percent in 2010. Hispanic homes are more likely to be broadcast-only (15%) or pay for satellite (34%) than any other ethnicity.
  • Though less than 5 percent of TV households, U.S. consumers in broadcast-only/broadband homes stream video twice as much as the general population. They also watch half as much TV. That being said, they spend nearly ten times more minutes watching traditional TV than streaming.

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