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Nielsen Study: Video-on-Demand Viewing Spiking Overall TV Viewing

A new Nielsen cross-platform report for the first quarter of 2014 shows increased video-on-demand viewing is spiking overall TV viewing.

Over the last two years, VOD has increased as a source of TV watching, with over 60% of households having VOD available to them (37% of households had VOD in 2008). Although an average of only four to five percent from the advertising-friendly 18-49 demo watch TV via VOD, individual shows’ VOD watching has spiked between 15-20%.

Here’s a visual breakdown of live viewing vs. time-shifted viewing over seven days vs. VOD viewing.

Cross-Platform Viewing

Other takeaways from the report include:
- Almost 40% of U.S. households with televisions subscribe to at least one subscription-based VOD service; this has given younger people the opportunity to use more of these platforms.

-VOD is a platform appealing to younger demos as well as Asian Americans, whose contribution is at 8% of those watching via on demand.

-Overall, the Q1 report found Americans continue to watch more than five hours of traditional television per day.

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