MUMBAI: The growth of video streaming is beyond question as streaming devices are easier options for viewers to explore various chunks of content. However, streamers in various parts of US also have a bonding with traditional TV according to a report from Nielsen local watch report.
93 per cent of streamers watched traditional TV on a typical day. The 7 per cent of the streaming viewer of the age group 25-54 streamed exclusively while 47 per cent of them watched only traditional TV on a typical day. Rest 46 per cent consumed a mix of traditional TV and streaming.
In Detroit 53 per cent watch only traditional TV, while 39 per cent use a mix of both traditional TV and streaming devices. Eight per cent use only a streaming device in a typical day. The statistic varies in Portland where 41 per cent of streamers watch only traditional TV in an average day, with 12 per cent only using a streaming device to view content. 46 per cent use a combination of traditional TV and a streaming device in an average day.
A huge number i.e., over 65 million US homes have an enabled device capable of streaming content to the TV as of last November. However, the OTT-savvy homes are more from urban areas. On the other hand, mid-size markets are showing more growth. Young affluent audience also has more inclination towards streaming devices. Homes, where the head of house is less than 35 years old, are 34 per cent more likely to have a streaming device than the average home. While this age group accounts for 20 per cent of streaming device owners, the age group of 25-54 comprise 44 per cent, and age group of 55+ make up 36 per cent.
Like India, US viewers also have an affinity towards local media. 91 per cent of streaming device owners access local media on TV or online. 51 per cent access local news through app on mobile devices. 43 per cent have accessed local radio. 40 per cent completely or to some extent agreed to the importance of social media for keeping a track of local information.
The survey reaffirms the importance of broadcast TV for even OTT viewers. Broadcast TV’s charm has not faded in this digital era also.
