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How Television and Video Viewing Habits Are Changing

by Ayaz Nanji  |  
November 30, 2016
  |  2,325 views

The share of weekly video viewing time spent watching linear television (i.e., TV not on-demand) has decreased 16% since 2010, according to recent research from Ericsson.

The report was based on data from a survey of 30,000 consumers age 16-69 in 24 markets: Australia, Brazil, Canada, China, Colombia, Dominican Republic, Germany, Greece, India, Italy, Mexico, Netherlands, Poland, Portugal, Romania, Russia, South Africa, South Korea, Spain, Sweden, Taiwan, Turkey, the UK, and the US.

The share of weekly video viewing hours spent watching on-demand TV series, movies, and other programs has increased 50% since 2010, the analysis found.

The share of video viewing hours spent watching on-demand short video clips has jumped 86% since 2010.

In total, on-demand video watching now accounts for 43% of all weekly viewing time.


Consumers age 16-34 spend almost 2.5 hours more each week watching streamed on-demand user generated content (UGC) than do consumers age 35-69.

In contrast, consumers age 16-34 spend almost four hours less each week than consumers age 35-69 watching linear television.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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