Research company Nielsen projecting a spike in overall TV usage in the U.S. of around 60%, with people at home amid Coronavirus-fueled social distancing. According to the company, streaming video usage is projected to increase by 61%.
Nielsen said its analysis is based on TV usage data from two recent events: during a January 2016 blizzard that impacts the Northeastern US., total TV usage in New York rose 45% from the weekend prior; and during Hurricane Harvey in 2017, TV usage in Houston rose 56%.
The research company noted in its report that media consumption in the US was already at historically high levels before the coronavirus pandemic. In its recent total audience report, Nielsen said that American spend nearly 12 hours a day using media. The report also found that three-fourths of consumers have been adding streaming subscriptions and TV connected devices, which give them even more media options.
As the specialized website Variety officially reported, Nielsen informed that Traditional TV viewing has been dropping, as streaming video on TVs via services like Netflix has boomed. In the third quarter of 2019, US average time per day watching live and time-shifted TV among adults (18 years old or more) dropped by 7%, to 3 hours and 56 minutes. Variety also reports that, according to Nielsen, time spent watching content on connected-TV devices increased 17% over the same time period, to 55 minutes daily. About 91% of all U.S. adults subscribe to a streaming video service (and 96% of respondents 18-34 do), a Nielsen survey found. Overall, 30% of U.S. consumers subscribe to three or more video streaming services.
Variety also reported that, meanwhile, TV viewing among employees who work remotely during a typical Monday-Friday work schedule watch over 3 hours more each week compared with in-office workers, according to Nielsen (25 hours and 2 minutes for remote workers vs. 21 hours and 56 minutes for non-remote workers).