TV Time Shifters Spend as Much Time Viewing as Working and Sleeping

Rovi Corporation released phase-​two findings from a sponsored survey of pay-​TV and over-​the-​top content subscribers in the U.S., Europe and Asia. The study uncovered trends in viewer behaviors related to discovery, search, and recommendations for entertainment content and programming. While phase one of the survey revealed just how unlikely consumers are to cut the cord to traditional modes of programming, phase two explored some of the reasons why. Work, Sleep, Stream: Rovi Survey Uncovers Viewer Behaviors in Entertainment Consumption Most notably, the survey data implies that watching TV and streaming entertainment accounts for – or overlaps with – respondents’ third biggest time commitment after work and sleep. Globally, respondents report watching four hours of entertainment per day. In the U.S., a quarter of respondents report watching seven or more hours per day. If jobs take eight hours and sleep takes eight more, the data implies that entertainment consumption via TV or mobile devices fills a substantial amount of people’s free time. Centrality of the entertainment experience becomes even more apparent in the following statistics: 

  • Half (52 percent) of respondents say they frequently plan their day around their favorite TV programs or other entertainment content, including 19 percent who say they do this “every day” 
    • Respondents from India (82 percent) and China (75 percent) were most likely to say they frequently plan their day around their favorite TV programs and other entertainment content
    • On average, participants from the U.S. and U.K. say they spend about five hours every day watching TV or streaming entertainment content
  • Close to half (45 percent) of respondents say watching something they have enjoyed on TV or another device has a “major impact” on their overall mood and demeanor 
    • Respondents from India (63 percent) and France (52 percent) were most likely to say watching something they have enjoyed on TV or another device has a “major impact” on their overall mood and demeanor
  • More than two out of five (44 percent) respondents say they frequently stay up “too late” to continue watching a TV program or movie

“What we’re seeing is that consumers’ relationships with their entertainment have become just as important as the other top priorities in their everyday lives,” said Michael Hawkey, senior vice president and general manager of discovery at Rovi. “Viewers are heavily invested in consuming entertainment, whether they are watching TV or streaming content. Our findings underscore the importance consumers are placing on entertainment experiences. By integrating innovative discovery features, like advanced search and recommendations, service and content providers have an opportunity to connect and engage with their customers like never before.” Stronger Entertainment Search and Recommendations Enable Service Providers to Better Bond with Customers Understanding the importance (and time) consumers place on entertainment should inform the way content producers and providers package their content for consumption and how they might better employ marketing behind that programming, Paul Stathacopoulos, Rovi’s vice president strategy & execution, told Marketing Daily. “The pay-​TV ad environment is still very non-​dynamic,” he said in Consumers Spend As Much Time Streaming As Working, Sleeping. “There’s a lot of potential for increased monetization of viewers’ time.” According to AudienceSCAN research, 35.7% of Americans watch their favorite shows streamed, or recorded on DVRs, rather than live as they're broadcast. 45% are living suburban lifestyles and 18% enjoy watching NHL on TV or in person. If you're afraid this audience will skip your spots, try targeting them on Instagram: 31% are active on it. Time Shifters are 37% more likely than average to be viewing on Smart TVs (like Samsung Smart TV, Apple TV, Roku, Google TV). 47% of watchers still get most of their local news from the TV. And 38% AREN'T skipping your spots – they took action in the past month, after seeing a commercial on TV. AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.