More than half of US consumers (59%) say their television set is being transformed into an overgrown monitor for viewing content they select from an online device, according to a recent report from Adroit Digital.

Men and young adults are significantly more likely to say so than women or older adults: 69% of men surveyed agree that their TV set is becoming a big monitor to display digital on-demand content, compared with 51% of women. Also, 63% of people age 18-24 agree, compared with only 47% of people age 45+.

Over one-third of consumers surveyed (36%) say more than half of their video consumption is now on-demand as opposed to live broadcast television, and 13% say they watch more than 75% of their video content on-demand.

Below, additional key findings from the report, which was based on data from a survey of 2,000 consumers from the United States age 18 and older.

Video Sources

  • 68% of respondents say they watch video content on YouTube; 51% watch live television broadcasts; and 49% view video content on Netflix.
  • 56% of women surveyed say they watch video content on Netflix, compared with 43% of men. Women are also more likely to watch content stored on their DVRs (32% ,compared with 28% of men).

Viewing Habits

  • 28% of respondents say they consume 15 or more hours a week of streaming video content through a game console or Web TV device.
  • 67% say they are most likely to consume video content between 4 PM and 12 AM.

Video Ad Length

  • 46% of respondents say video ads should be 15 seconds or less to be effective.
  • 35% say the optimal video ad length is between 16 and 30 seconds.
  • 19% say 31 seconds or longer is best.

About the research: The report was based on data from a survey conducted in April 2014 of 2,000 consumers from the United States age 18 and older.

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The Video Consumption Habits of US Consumers

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji