Today’s Broadcast TV

With the increasing number of on-demand options available for consumers today, broadcast TV is facing more pressure than ever before. Yet new trends suggest that live TV is making a comeback, both online and over the air. This study examines the demand for broadcast TV, including on pay TV, over-the-air, and online. It profiles consumers of live content and ownership of TVs and antennae among live TV viewers. By quantifying the change in live viewership over time, this study shows the shift in live content to online platforms and the role that live TV plays in the lives of connected consumers.

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Consumer Analytics: Entertainment Services

Key Questions Answered

Survey Methodology

Defining Heads of Broadband Households

Definitions and Abbreviations

Reading Parks Associates Charts

Executive Summary

Industry Insight

Key Findings and Market Impact

Broadcast TV Viewers, Preferences, and Habits

Broadcast TV Among Those Without Pay-TV Subscription (Q3/19)

Broadcast TV Content Viewing by Age Group (Q3/19)

Preferred Types Of Channels/Programs (Q3/19)

Preferred Broadcast TV Content (Q3/19)

Most Preferred Broadcast TV Content by Age (Q3/19)

Most Preferred Broadcast TV Content by Gender (Q3/19)

Total Average Video Consumption Time for Broadcast Content by Method of Viewing (Q3/19)

Method of Viewing Broadcast TV

Method of Viewing Broadcast TV (Q3/19)

Methods Used for Watching Broadcast TV by Age (Q3/19)

Methods Used for Watching Broadcast TV by Income (Q3/19)

Number of Methods Used for Watching Broadcast TV by Method of Viewing (Q3/19)

Comorbidity of Methods Used for Watching Broadcast TV (Q3/19)

Time of Acquiring Broadcast TV by Viewing Method (Q3/19)

Preferred Type of Channels/Programs by Method (Q3/19)

Most Preferred Broadcast TV Content by Viewing Method (Q3/19)

Total Average Video Consumption Time for Video Content by Method of Viewing (Q3/19)

Average Viewership of Channels From Mentioned Sources (Q3/19)

Average Viewership of Channels From Mentioned Sources by Method of Viewing (Q3/19)

Impact and Drivers of Antenna Adoption

Sources of TV Content (Q3/19)

Total Average Video Consumption by Platforms & Antenna Use (Q3/19)

Pay-TV vs. Antenna Usage on the TV (Q3/19)

Penetration of Various Products and Services (2016 - 2019)

Antenna - Only TV Service (2013 - 2019)

TV Antenna Usage by Video Service Subscription (Q3/19)

Video Service Penetration by TV Antenna Use (Q3/19)

TV Viewing Share among Antenna Users (Q3/19)

Pay TV, Antenna, and Online Usage on the TV (Q3/19)

Adding an Antenna and Views on Pay TV (Q3/19)

Attitudes Towards Broadcast TV

Attitudes Towards Broadcast TV (Q3/19)

Satisfaction with Broadcast TV (Q3/19)

Satisfaction with Amount of Commercials by Age (Q3/19)

Satisfaction with Broadcast TV by Children in the Home (Q3/19)

High Satisfaction with Broadcast TV by Viewing Method (Q3/19)

Platforms Used for Broadcast TV Viewing

Use of Online Service to Watch Broadcast TV by SMP Used (Q3/19)

Use of Mobile App to Watch Broadcast TV Content by Smartphone Used (Q3/19)

Publish Date: 1Q 2020

Slides: 58


Authored By:
Seth D. Yockey - Research Analyst
Yilan Jiang - Director
Xiaofan Tan - Consumer Insights Analyst I

Published by Parks Associates
© March 2020 Parks Associates

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

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