TV Viewers 18-34 Time-Shifting 24 Minutes a Day
Time-Shifted TV Viewing Dips For Millennials, Teens. Nielsen says DVR/time-shifted viewing time is now dropping for viewers 18 to 34 and 12- to-17-year-old viewers for the five-month period from October 2014 through February 2015 versus the same period a year ago. TV viewers 18-34 are time-shifting around 24 minutes per day.
“TV viewers 18-34 are now time-shifting — in total day usage — around 24 minutes per day, down from 25 minutes in the period from October 2013 to February 2014. Younger TV viewers 12-17 are now watching about 16 minutes, down from 17 minutes a year ago,” Wayne Friedman wrote in MediaDailyNews.
“Looking at the most recent five-month period, other older TV viewing groupsÛª DVR viewing continues to climb — albeit at a slower rate, according to Nielsen. Those 50-64 viewers and 35-49 viewers are watching DVR-time-shifted viewing at around 38 minutes a day. Those 65+ are watching about 32 minutes a day.”
Nielsen notes that time-shifted viewing amongåÊkids 2-11åÊis still showing some growth with DVR time-shifting — around 22 minutes a day.
Friedman also reported, “Looking at older ÛÏtime-shiftingÛ TV technology — that of DVD usage — has showed declines across many demographic groups. Kids 2-11 continue to have the highest DVD viewing — around 17 minutes a day on average from October 2014 to February 2015.”
According to AudienceSCAN data, 7.9% of U.S. adults use telephone company subscriptions (like UVerse or Verizon FIOS) for most of their television programming. 28% of subscribers enjoy entertaining/hosting or attending parties ÛÒ which could revolve around favorite shows they record and watch later at their viewing parties. These DVR users are upholding their civic duties ÛÒ 43% voted in local, state or national elections, so election spots could be effective. 22% plan to pay for manicures or pedicures this year, so try reaching out to your local salons and spas.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.