Watching ¨Live TV¨ remained the most popular video viewing method across 24 of 25 designated market areas (DMAs), reports Nielsen.
Viewers 25-54 watched more than 3 hours daily, according to Nielsen’s latest Local Watch report, in which the market research company analyzes the extent to which new technologies, such as smartphones, smart TVs, tablets and subscription video-on-demand (VoD) services influence video markets nationwide.
Most Popular Video Viewing Method
African-Americans on average watched 5 hours per day of live TV in 9 of the top 10 local people meter (LPM) markets, Nielsen highlights in a press release.
Live TV viewing among Hispanic-Americans in the top 10 Hispanic LPM markets averaged more than 3 hours per day. Those in Denver and Phoenix watched TV more than 4 hours daily on average, according to Nielsen’s 4Q 2015 Local Watch Report.
Other highlights include:
- Cleveland remained number one in total daily TV viewing, at five hours and 47 minutes
- Over-the-top (OTT) viewing options grew 2% to 8%, depending on the device, compared to November 2014 (smart TV ownership across the U.S. is at 20%; tablet penetration in the U.S. is at 56%; and smartphone penetration in the U.S. is at 82%)
- Baltimore is the number one LPM market in multimedia usage (Apple TV, Roku, Chromecast, etc.) with 18 minutes per day
- SVOD reaches nearly half of the U.S. population, and markets like Philadelphia, Pittsburgh and Dallas experienced gains of up to 15% in one year
Young Voters and Media Usage
Nielsen also zooms in on media usage among young voters in its 4Q Local Watch Report, pointing out that Millennials ages 18-34 now make up 26% of registered voters. Nine of the top 25 LPM markets are in ¨battleground¨ states, and young voters make up 25% or more of the total in six of them.
According to Nielsen:
- Half of young voters are either independent or do not identify with a political party—29% are Democrats and 21% are Republicans
- Nearly 40% of young voters come from an ethnic background—18% Hispanics, 13% African-Americans and 8% Asian/other.