Nielsen: U.S. Adults Average 6 Hours per Day Watching Video

According to a new report from Nielsen covering Q1 2018, adult consumers in the U.S. are spending an average of 5 hours and 57 minutes per day watching video content (Americans average 11 hours per day interacting with all media). Nielsen’s research includes live and time-shifted television as well as video watched on a computer, via mobile apps and websites on smartphones or tablets, over Internet devices like Roku, and through connected devices such as Blu-ray players and game consoles.

“The amount of people using traditional platforms held relatively steady,” according to Nielsen. “Live + time-shifted TV viewing and radio have remained consistent over the measured quarters — a testament to the relative stability to these cornerstone media platforms. Radio alone reaches 92 percent of adults on a weekly basis; live and time-shifted TV has a weekly reach of 88 percent.”


Newer platforms and an increasingly connected consumer “are ultimately behind the growth of media usage,” notes Nielsen. “TV-connected devices, such as video game consoles and Internet-connected devices (Google Chromecast, Apple TV, Amazon Fire TV, Smart TV apps, etc.), allow audiences to use their internet connections and access a treasure trove of content to interact with at will. From fourth-quarter 2017 to first-quarter 2018, daily time spent on these devices by adults increased by five minutes to about 40 minutes. Specifically, 14 of those minutes are dedicated to game consoles, while 26 belong to Internet-connected devices.”

The research suggests that younger consumers are quicker to embrace digital platforms and connected devices than older audiences. “Those aged 18-34 now spend 43 percent of their time consuming media on digital platforms (phones, tablets, computers), with around a third of that time taking place on smartphones,” reports TechCrunch. “Their share of TV-connected usage (14 percent) is also double that of total adults (18+) and seven times as much as adults over the age of 65.”

The report indicates that adults are averaging 45 minutes per day with social media, primarily via smartphones. “The social networks are clearly clued in to the draw of video, and have optimized for it,” adds TechCrunch. “The new research also indicates that 64 percent of adult smartphone users who watch video on social networking sites and apps do so at least once per day. That figure is up to 72 percent for the youngest adults (18-34), Nielsen says.”

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