Report: Streaming, TV video viewing up in the US; but streaming is winning the perception battle


Yet another study to remind us that the COVID-19 pandemic has forced a rapid evolution of the streaming ecosystem, reporting that 53% of adults in the US say they’re watching more TV. The Leichtman Research Group survey found just 16% of respondents disagree.

The survey found little difference between age groups, gender or income. But there was a small gap in terms of satisfaction with how they were receiving their video fare: 39% said they are more satisfied with their streaming video services, while 33% agree (8-10) that they are more satisfied with their pay-TV service. Less than 20% of users to each delivery type disagreed that they were satisfied.

Streaming on connected TV highest among higher incomes

Among the survey findings:

  • 62% of pay-TV premium subscribers, 62% of pay-TV DVR subs, and 59% of pay-TV on-demand users say they watch more TV daily;
  • Among connected TV users, that number falls to 43%;
  • More than half (52%) of higher-income homes (annual incomes above $75,000) say they use connected TV devices more often, compared to just 42% of users with household incomes of $30,000-$75,000, and 28% with household incomes of less than $30,000;

Meanwhile, younger adults (under 55) agreed that they use connected TV devices more often, compared to 31% of those over 55.

The bottom line

The LRG research is consistent with finding in Brightcove’s Q1 2020 Global Video Index (to be released June 8), which found that video views of virtually all content increased in Q1, especially during the last half of March.

And, while the increase in viewing has been across the board in terms of delivery, streaming continues to be perceived in a more positive light, something that won’t change when the world returns to it “new” normal post-corona virus.

Q2 will see more cord cutting, of course, and an increase in SVOD and AVOD usage in the US, Asia and Europe.

Stay tuned and stay well.

Jim O’Neill is Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn