Shifting Video Consumption: Linear vs. On-Demand

Live linear channel viewing is under pressure as consumption increasingly shifts to on-demand sources of content. This research measures the shift in consumption from linear to on-demand across platforms and sources of content to assess how this shift will impact the business of broadcast, pay-TV, and online television in 2017 and in the longer term future.

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Executive Summary

Industry Insight

Key Findings and Market Impact

Overview of Content Consumption

Average Weekly Video Consumption by Platform (2010 - 2016)

Total Average Video Consumption On a Computer (2010 - 2016)

Total Average Video Consumption On a Television (2010 - 2016)

Average Weekly Number of Hours Watching Types of Video on a Mobile Phone (Q3/16)

Average Weekly Number of Hours Watching Types of Video on a Tablet (Q3/16)

Content Consumption by Demographics

Average Video Consumption on a TV Set by Age (Q3/16)

Average Video Consumption on a TV Set by Pay-TV Subscription (Q3/16)

Average Video Consumption on a TV Set by Gender (Q3/16)

Average Video Consumption on a TV Set by Marital Status (Q3/16)

Average Video Consumption on a TV Set by Education (Q3/16)

Cord Cutters & Cord Nevers: Average Video Consumption on a TV (Q3/16)

Live TV Broadcast Sources on a TV Set (Q3/16)

Live TV Broadcast Sources on a TV Set by Age (Q3/16)

Live TV Broadcast Sources on a TV Set by Pay-TV Subscription  (Q3/16)

Live TV Broadcast Sources on a TV Set by Household Income (Q3/16)

Live TV Broadcast Sources on a TV Set by Gender (Q3/16)

Live TV Broadcast Sources on a TV Set by Age & Marital Status (Q3/16)

Cord Cutters & Cord Nevers: Live TV Broadcast Sources on a TV Set (Q3/16)

Avg. Time Spent Watching On-Demand Online Video from an Online Video Service on a TV Set by Household Income (Q3/16)

Avg. Weekly Number of Hours Watching On-Demand Online Video from an Online Video Service on a TV Set by Use of a TV That Connects to the Internet via any Method (Q3/16)

Avg. Time Spent Watching On-Demand Online Video from an Online Video Service on a TV Set by Connected In-Home Entertainment Device Adoption (Q3/16)

Avg. Time Spent Watching On-Demand Online Video from an Online Video Service on a TV Set by Use of a Computer for Viewing Video Content (Q3/16)

Avg. Time Spent Watching On-Demand Online Video from an Online Video Service on a TV Set by Ownership of Specified Connected In-Home Entertainment Devices (Q3/16)

Avg. Time Spent Watching On-Demand Online Video from an Online Video Service on a TV Set by Ownership of a DVR  (Q3/16)

Online Linear Video

Live TV Content Consumption (2014 - 2016)

Online Linear Viewing on a TV set (Q3/16)

Average Linear TV Consumption by Online Linear Video (Q3/16)

Average Linear TV Consumption Among Online Linear Video Viewers by Age (Q3/16)

Average Online Linear Video Consumption by Streaming Media Player Adoption (Q3/16)

Average Online Linear Video Consumption by Most Used In-Home Entertainment Device (Q3/16)

Average Online Linear Video Consumption by OTT Service Subscription (Q3/16)

Cord Cutters & Cord Nevers: Average Online Linear TV Video Consumption (Q3/16)

Live TV Viewer Segments (Q3/16)

Average Percentage of Time Using Online Video Services to View Live TV Broadcast on a TV Set by Live TV Viewer Segments (Q3/16)

Average Percentage of Time Using Online Video Services to View Live TV Broadcast on a TV Set by Live TV Viewer Segments & Age (Q3/16)

Average Percentage of Time Using Online Video Services to View Live TV Broadcast on a TV Set by Live TV Viewer Segment & Streaming Media Player Adoption (Q3/16)

Average Percentage of Time Using Online Video Services to View Live TV Broadcast on a TV Set by Live TV Viewer Segments & Most Used In-Home Entertainment Device (Q3/16)

Average Percentage of Time Using Online Video Services to View Live TV Broadcast on a TV Set by Live TV Viewer Segment & OTT Service Subscription (Q3/16)

Alternative Platforms & Linear Video

Average Time Spent Watching Live TV Broadcasts on a Computer by Pay-TV Subscription Status (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Computer by Access to Pay-TV Features (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Computer by Age (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Computer by Type of Pay-TV Non-Subscriber (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Mobile Phone by Pay-TV Subscription Status (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Mobile Phone by Access to Pay-TV Features (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Mobile Phone by Age (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Mobile Phone by Cord Cutters and Cord Nevers (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Tablet by Pay-TV Subscription Status (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Tablet by Access to Pay-TV Features (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Tablet by Age (Q3/16)

Average Time Spent Watching Live TV Broadcasts on a Tablet by Cord Cutters and Cord Nevers (Q3/16)

Appendix

Publish Date: 2Q 2017

Slides: 69


Authored By:
Brett Sappington - Senior Director of Research
Yilan Jiang - Senior Research Manager
Katherine Li - Researcher
David Mitchel - Research Analyst

Published by Parks Associates
© April 2017 Parks Associates | Dallas, Texas 75248

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