So Nielsen put out the Cross-Platform Report and it shows that video viewing is up on all three screens – TV, Mobile and Internet (PC). Time-shifted video also saw a boost in the latest report as well which they stated was due to further market penetration. Considering that some cable operators are readying four-tuner DVR packages and services like U-verse already offer it, that's not all that surprising.
The Quick Stats
- Traditional TV - Increased 22 minutes per month in the last year. Broadcast-only homes are less than 10% of all households (so less than 12 million in the US).
- Cable dipped in subscription numbers while satellite and telephone-offerings grew.
- Mobile - Increased 41% since last year, 100% 2009.
- Online Video – Is up
- HDTV - 2/3 of households have one, 20% more than last year.
- Video Game Consoles - 45% have one or more
- DVR - 40% of households have one.
- More than 1/3 of TV/Internet population is not streaming (Say what?!)
- Less than 1% are not watching TV (most likely because of shoddy offerings from MLB, etc)
- Women watch more than men but men stream more (pr0n!)
- Traditional TV viewing is dominated by elder demographics, Internet by younger (we knew that).
- Internet video largest demo is 27% – 35-49yo | mobile is 30% and 25-34yo.
Nielsen makes some of the poorest graphs for readability. Why do I say that? In the report, they offer a 'readability guide' for the graphs, that tells me they aren't making graphs to be readable at all. A graph is supposed to be a succinct and accurate description of the data. That generally doesn't require a 'how to' guide if you ask me. So instead of giving you all the funky graphs they made, I'll sum it all up.
Streaming vs TV
If I'm reading these things right, the heaviest streaming users watch the least TV. With 18.8 minutes per day, the 'heaviest users' demographic also watches the least TV per day with 272.4 minutes. But it's not directly proportional because group 2, or slightly-less than heaviest users, watched the second most TV per day at 285.4 minutes… while group three, who apparently only watch 1.1 minutes per day of online video watched just 281.1 minutes of TV.
Er what? What were they hoping to point out here? That there's almost an inverse relationship between TV and streaming? The highest streamers do watch the least TV and the highest TV users watch the least online video at 0.1 minutes per day. Well that's sort of common sense don't you think? If you're not getting your video content online, you're most likely getting it from the boob-tube.
Anyway… here are some charts from the report. My head hurts from reading the graphs. This will be easier for everyone.
See, isn't that nice and easy to read?
Here's another nice chart that shows you some demographic break-downs by platform, which might be more useful to advertisers and marketers out there.
Other Interesting stuff
Just 91% of households paid for a subscription TV service, meaning that 9% either cut the cord, or are broadcast only. The totals are something like 4.5 million with broadcast and broadband Internet, 6.1M with broadcast and no Internet (or dial-up). Some 11.2 million total households have no paid cable TV subscriptions while 62.65M do, 7.6 have TV from a telephone company and 34.3M have satellite all of which are up slightly from Q4 2010.
So is cord cutting occurring? Well, not if you ask Nielsen. However, they do state that people are dropping traditional cable for offerings like U-verse (AT&T) and FiOS (Verizon). That's sort of cord cutting if you ask me because those are IP-based video delivery systems, are they not? Well FiOS claims all fiber optic networks while AT&T claims a combo of fiber optics and computer technology.
If you want to read the whole Nielsen report, here's the link.