Cord cutting, Netflix and Amazon have not changed the way most Americans view programs. They continue to consume television, by that mean everything linear and non-linear, live and on-demand, the old-fashioned way: on the good old TV in the living room.
The television in fact allowed itself 82.1% of the viewing time in 2016, to which must be added the viewing time on the terminals that connect to the TV (Consoles, Roku, Apple TV, Chromecast) which reached 10.3%, or in the end 92.4% of the total time. An astonishing figure when you consider that Americans are abandoning traditional television offerings en masse to devote themselves to SVOD, which they ultimately watch on their television sets.
The other screens in the foyer, smaller but more mobile, are not successful, with 7.6% of viewing time. Nielsen takes care to clearly distinguish the diBehavioral inferences by age group: it is among those over 50 that the television is used the most (54%) and among those aged 18-34 that it is least (29%). Unsurprisingly, among young people, the smartphone is the most used terminal for watching programs (30%), with weekly usage of 91%. It is also young people who use OTT terminals the most, which connect to the television (game consoles, Chromecast, Roku) at 54%.
It is obviously the behavior of young Americans that are scrutinized by the owners of channels and SVOD and video platforms in general, because it foreshadows what will become of television as a broadcaster of programs. Because if they were confined to taking into account only the behavior of adults as a whole, these figures would not be alarming: the time spent watching television is double that notSe in front of a smartphone, we keep the same and we continue. This should be avoided at all costs since Nielsen recalls that there are more adults aged 35 to 49 who use smartphones, tablets and computers than 18-34 year olds. The battle for access to television is not about to end.