Live TV is shedding audiences as streaming gains ground

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 27, 2021, 6:04 PM UTC

Younger generations are less interested in scheduled programming, preferring the flexibility streaming offers. 

A June survey of more than 2000 US adults indicates that marginally more Americans are streaming content than their compatriots who watch live TV. Attest’s 2021 US Media Consumption survey found that 83% stream content, while 81% use live TV.

On a more worrying note for advertisers and TV executives, the time spent watching TV has fallen drastically and has passed below pandemic levels. While 30% in 2020 and 31% in 2019 reported watching five or more hours of live TV, the number now sits at around 18%.

The demographic spread of this trend is along expected lines, though, falling with each subsequent generation. Older generations - boomers (54%) and Gen X (44%) – watch a lot more live TV than millennials (35%) and Gen Zers (20%).

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Explore what YouGov data says about audiences who watch live TV in the US