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 groups‰Ûª 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-shifting‰Û 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.

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.