Sleep When You’re Dead, Watch Video Instead
People will spend as much time consuming video-based entertainment as they do sleeping by 2013, according to a new study (PDF) from Solutions Research Group. But, the bells continue to toll for oldteevee as its share of that time will shrink.
SRG reports that currently American consumers over the age of 12 with Internet access spend 6.1 hours a day with some kind of video entertainment (guess Forrester Research’s concept of “OmniVideo” is already here). And while oldteevee accounts for 63.9 percent of those hours across the entire group, the young ‘uns are watching elsewhere, with oldteevee accounting for just 42.4 percent of video time for those aged 12 – 24.
Even worse for oldteevee, though the total number of hours consuming video-based entertainment across platforms will hit 8 hours a day (the same amount of time the average American spends snoozing), time spent with traditional TV’s will remain stalled at roughly 4 hours a day, with its overall share shrinking from 63.9 percent to 47.1 percent by 2013 as mobile devices and online video play a greater role.
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4 hours oldteevee is also the maximum you can get in a civilized country like the US (as a matter of fact the U.S. is leading in the Western World in viewing time). In Europe, countries like Serbia have 4.75 hours of avg viewing time per day.
So if it remains 4 hours a day until at least 2013, then what do you mean by “even worse for oldteevee..”? Your actual message here should be “good news for oldteevee: until 2013 stable viewing time despite fast growth of video consumption”
Hi Arno,
Within that TV viewing is a mix of regular TV watching, On-Demand and time-shifting. Despite those conveniences, oldteevee watching isn’t projected to grow. Add that to younger audiences increasingly bypassing oldteevee altogether.
Hi Chris, thanks for your reply. Would be interesting to see a breakdown of this data on broadcast, on-demand and time-shift.
No doubt that broadcast TV will lose viewing share and consequently also advertising share, but it’s not a zero-sum game. Other forms of video can grow fast while oldteevee remains stable or even grows slightly. And that’s not bad in a US$ 64 billion industry (according to an article in AdAge yesterday).
Sounds about right. I rarely watch TV anymore.