New figures are constantly emerging to confirm the overall shift in viewing habits from traditional TV to streaming. But new numbers from Nielsen indicate a good chunk of that streaming is still happening in the living room.
According to the audience measurement firm, Americans watch 8 billion hours of video content of connected TV devices such as Roku, Amazon Fire TV and Apple TV each month. That figure is based on the company’s national panel research from September 2018.
According to Nielsen’s Digital Content Ratings, consumers 13 and older who watch content on connected devices spend an average of more than an hour per day. That’s compared to 36 minutes on the computer and 24 minutes on mobile devices.
Nielsen said that for advertisers hoping to catch younger viewers watching live TV, connected TV devices are a good option. The company said that across five TV networks, 3% of live TV viewers are between the ages of 18 and 24, while connected devices capture 8%.
The data from Nielsen come as the company is expanding its trials for dynamic ad insertion to deliver more relevant marketing during live TV viewing across several different platforms. This week, the company announced A+E Networks and smart TV chipmaker MediaTek were both joining the company’s DAI tests. CBS has already signed on for the trials.
“Nielsen recognizes the huge opportunity addressable TV presents for our clients,” said Kelly Abcarian, senior vice president of product leadership for Nielsen, in a statement. “So, we’ve worked hard to create an advanced DAI solution that covers everything from ad targeting to delivery. As the result of our expanded DAI pilot with leading smart TV platforms and manufacturers and some of the largest broadcast and cable networks, marketers will be able to better realize the value of their advertising inventory, achieve maximum return on their ad spend and viewers will see messages that are most relevant to them.”