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.

Some 64% of consumers say at least once a week they use a mobile device to complement or supplement what they are watching on television—including looking up actors, checking ratings, posting comments on social media, and watching video content on multiple screens.

About the research: The report was based on data from a survey of 30,000 consumers age 16-69 in 24 markets.

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How Television and Video Viewing Habits Are Changing

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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