U.S. connected TVs

stream 8 bn hours monthly


Today, more than two-thirds of U.S. homes own devices capable of streaming video content. This is reshaping the ways in which consumers discover content. As distribution evolves, viewing habits are starting to vary by age and choice of platform.

According to global measurement and data analytics company Nielsen, Americans collectively spend nearly 8 billion hours per month consuming content on connected TV devices such as Roku, Apple TV and Amazon Fire1.


In spite of the overall growth in over-the-top video streaming, linear TV still accounts for the majority of viewers’ time. However, OTT consumption has become a significant part of the living room experience. With the increasing number of U.S. households using connected devices, comprehensive measurement is essential for publishers, allowing them to better understand consumers’ viewing habits.


Nielsen Digital Content Ratings suggest connected devices introduce an opportunity to connect with harder-to-reach demographics, particularly Millennials and Gen Zers. Nielsen notes that live TV networks could reach a younger demographic by making more of their video content available through connected TV devices. Networks and digital platforms creating new original content and programming have the ability to connect with vast audiences across multiple devices. Across five TV networks, 3% of live TV viewers are aged between 18 and 24, while connected devices capture 8%.


1 Nielsen National Panel (NPOWER, Reach Analysis, September 2018 Calendar Month, Live)

Consumers aged 13 and older who watch content on connected devices spend an average of more than an hour viewing daily, compared to 36 minutes on the computer and 24 minutes on mobile devices, such as smartphones and tablets.


- September 2018, Digital Content Ratings, P13-34

Younger viewers appear to be less interested in Live TV: out of total day viewers watching content aired across five live TV networks, 7% are aged between 25 and 34. 19% of connected device viewers are in the same age bracket (3).


- September 2018, Digital Content Ratings, Total Content Ratings P13+

© Copyright Prysmian Group.

All rights reserved.

© Copyright Prysmian Group.

All rights reserved.