Digital Video Viewing Up, Traditional Trickles Down, Says Nielsen
New research from Nielsen is the latest to make the case that while viewers are watching more video content every day, their method of viewing has shifted considerably.
Most of this data, presented in the below chart from Nielsen, shouldn’t come as a surprise. According to the research firm, US-based millennials (18- to 34-year-olds) continue to flock to digital platforms. Their daily time spent with the TV screen decreasing 10 minutes since Q2 2012. Conversely, daily digital video consumption has risen among this group, up 16 minutes in Q2 2014 when compared to two years ago.
But the fact that millennials are watching more video on digital devices isn’t as interesting as the trend tracked by Nielsen among older age groups. As the chart demonstrates, daily viewing of video on digital devices has doubled for both 35- to 49-year-olds and 50- to 64-year-olds in the last two years.
Make no mistake, the television continues to be the primary screen for most people, as digital video still accounts for only a fraction of the amount of time people spend watching stuff on TV.* And chances are that much of the content that people do watch on digital platforms also originates from traditional media. That said, trends are clearly moving — slowly, but surely — in one direction.
* Aren’t you tired of hearing that caveat?Tags: Digital Video vs TV, nielsen, Research