For our midweek chart we take a look at how TV consumption behaviors are changing in the leading market for TV consumption – the USA.
With Netflix now a household name for most US digital consumers (and as many as 6 in 10 being monthly users), there’s little wonder that this market has become one of the leading consumers of online TV. What’s more, look at the year-on-year patterns and online TV is continually gaining traction: US internet users are devoting over half an hour longer to this than they were back in 2012.
But we’re not necessarily seeing a clear-cut shift from traditional to online formats. Linear TV might have seen a gentle decline since 2012, but the USA remains the leading consumer of broadcast TV and it will be some time until we see online TV become a serious challenger.