CEO Data Products

Data reveals why what might work with one consumer group won’t work with another

It’s no secret that the pastime of watching television just isn’t what it used to be. In total, 61% of US adults agree that today's various streaming services have changed their TV-viewing habits, according to new data from YouGov Plan and Track. For consumers ages 18-34, that degree of disruption is even higher: 77%.

As the 2019 TV upfront season gets underway, additional YouGov data reveals how Live TV Watchers diverge from On-Demand TV Watchers over opinions and behaviors toward advertising.

For instance, On-Demand TV Watchers (defined as US adults ages 18-49 who report watching 10+ hours of on-demand, catch-up, or recorded TV during a typical week) appear more averse to traditional television commercials. Overall, 56% of these viewers say they tend to mute advertisements on TV, compared to 48% of Live TV Watchers (defined as US adults ages 18-49 who report watching 10+ hours of live TV during a typical week). Furthermore, 54% of the On-Demand consumer group report not trusting TV ads, while the same is true for 48% of Live TV Watchers.

Although neither group has a majority that enjoys viewing television ads, Live TV Watchers are slightly more likely to derive pleasure from TV spots than On-Demand TV Watchers (47% vs. 43%).

On the flip side, On-Demand TV Watchers seem slightly more open to emerging fields of advertising than Live TV Watchers.

When it comes to watching ads to access otherwise free content, for example, 70% of On-Demand TV Watchers consider it a fair exchange, compared to 67% of Live TV Watchers.

Meanwhile, 57% of On-Demand TV Watchers say they’re more likely to engage with ads on social media than on regular websites; 53% of Live TV Watchers agree. There’s an opportunity here, as 72% of On-Demand TV Watchers admit they often scroll aimlessly through various social media platforms, compared to 68% of Live TV Watchers who report doing the same.

Live TV Watchers: US adults ages 18-49 who report watching 10+ hours of live TV during a typical week.

On-Demand TV Watchers: US adults ages 18-49 who report watching 10+ hours of on-demand, catch-up, or recorded TV during a typical week.

Photo: Getty

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