In a recent report, Nielsen provided a breakdown of live-TV viewing versus time-shifted viewing in different TV markets around the country. The overall findings show that live TV still outpaces time-shifted content in every market among adults ages 25 to 54.
From Broadcasting & Cable
In its third Local Watch Report released Thursday, Nielsen said live viewing continues to dominate overall TV consumption, but there are pronounced differences between individual markets.
The study focusing on device penetration and consumption habits found that throughout the country daily live-viewing still heavily out ranks time-shifted viewing for adults 25-54. Pittsburgh watches the most live TV daily, clocking in at 5 hours and 19 minutes, while San Francisco watches the least: 3 hours and 27 minutes. Cities average between 27 and 49 minutes of time-shifted viewing daily, and 3 minutes to 15 minutes of OTT viewing.
For primetime, the numbers begin to even-out between live-viewing and 7 day time-shifted viewing. Cities including Houston (47% vs. 44%) and Los Angeles (49% vs. 44%) almost split equally. In Dallas, time-shifted viewing is higher, at 47%, than live-viewership, 44%. Pittsburgh continues to prefer live TV, at 68% in-the-moment viewership versus 22% time-shifted viewing.
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