Over Half of Americans Have Watched TV Shows Via "Streaming"

Over Half of Americans Have Watched TV Shows Via "Streaming"

Streaming is among the top ways 18-35 year olds watch television programs

NEW YORK, Nov. 13, 2012 /PRNewswire/ -- Americans' television viewing options continue to grow. First cable, and then satellite services, expanded the amount and variety of content Americans could expect to find in their living rooms. More recently, DVRs, cable- or satellite-provided on-demand programming, along with digitally streamed programming, have allowed Americans to watch what they want, when they want, wherever they like and on whichever device they choose. But how are all of these possibilities really affecting Americans' overall TV viewing habits? And how are they likely to change in the near future?

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Over half of Americans (53%) indicate having watched digitally streamed TV programming on any device, and streaming is well on its way to becoming a dominant means of viewership among 18-35 year olds, nearly tying top-ranked live feed TV (as it airs) as the way or among the ways they most often watch TV programming (44% live feed TV, 41% streaming).

These are some of the results of The Harris Poll of 2,343 adults surveyed online between October 10 and 15, 2012 by Harris Interactive.

Despite U.S. adults - particularly those 35 and under - clearly seeing streaming as a viable viewing option, our TV screens are far from endangered: when asked to select the way or ways in which they most often watch television programs, roughly nine in ten Americans (89%) point to their TV sets, sans streaming.

Though they are watching television programming on a TV screen, whether over the air or through cable or satellite providers, American are far from unanimous on how they do so: while over half (56%) identify a live feed as the way, or one of the ways, they most often watch TV programs, roughly three in ten each specify watching recorded (32%) or cable- or satellite-provided on-demand (29%) programming.

As for streaming - while it may not be overtaking traditional TV viewership methods today, it is by no means an afterthought: a combined three in ten Americans (30%) have the ability to watch streamed programming on their TV sets (19% via set top boxes or game systems, 17% via Internet-compatible TV sets), and two in ten (20%) list streaming - on any device - as among the ways they most often watch TV programs.

Additionally, there is cause to expect growth in the streaming of TV content: two in ten Americans indicate that they are watching more online/streaming TV content now than a year ago (20%) and that that they expect to be watching more a year from now (19%). And among those not watching more when compared to a year ago, roughly six in ten (59%) indicate that there are factors which could encourage them to watch more online/streaming TV programming; top factors include improved free streaming options (31%), access to programming they currently cannot (or don't think they can) get via streaming (20%), not having to watch on a computer screen (19%), access to a sufficiently fast connection (17%) and ease of access (17%).



Streaming proving a fit for households with children

Americans living in households with children appear to be an especially strong market for TV streaming. Those with children in their households are more likely than those without to:


-- own many of the streaming compatible devices asked about:
-- Smartphone (62% among those with children in their households vs.
40% among those without),
-- TV with Internet access (either natively or via a box or game
system; 38% with vs. 27% without),
-- Tablet (31% with vs. 21% without);
-- have ever watched streamed TV programs (60% with vs. 49% without);
-- report watching more (24% with vs. 18% without) or the same amount (44%
with vs. 36% without) of online or streaming TV content than a year ago;
and,
-- anticipate watching more (27% with vs. 15% without) online/streaming TV
content a year from now.
Vying for attention

Regardless of how Americans watch TV programs, few are only watching: roughly eight in ten (81%) report doing other things while watching TV. More specifically, nearly two-thirds (65%) engage in online activities; over one-third (37%) read a book, magazine or newspaper, with an additional 11% reading a book on an electronic reading device; roughly one-third (35%) text and one-fourth (25%) do other things.

So What?

TV advertising has grown increasingly complex in recent years; gone are the days of simply choosing which programs to support and in which markets. Now advertisers must also consider how viewers will be watching, on what device, and - particularly for time-sensitive advertising - when. "This adds challenges to digital media planners and agencies needing to capture and engage audiences," explains Harris Interactive Media Practice VP Rhona Wulf. With the 35-and-under age group showing particularly strong streaming and multi-screening, along with those in households with children, "those looking to speak to these markets are under particular pressure to establish multi-platform approaches."

On the content end of the business, Wulf explains that "the providers who can most effectively speak to the impediments holding up streaming viewership (ease of use, lack of desired programming, etc.) will have a significant advantage in the emerging battle for streaming dominance."

"Furthermore," continues Wulf, "with early pilot releases via streaming technology now becoming a major part of some new shows' rollouts, buzz can build for the right programs long before they ever hit the more traditional airwaves. But this approach only makes sense for programs targeting the audiences most likely to take advantage of the streaming format."

Still another industry likely to be impacted by growth in TV content streaming is that of Internet service and mobile data providers, who are likely to see continued demand for more and more bandwidth.

"In short," summarizes Wulf, "What we're seeing in streaming TV viewership is likely to have an impact not just industry-wide, but industries-wide."




TABLE 1
-------
WAYS HAVE EVER WATCHED TELEVISION PROGRAMS
------------------------------------------
"In which of the following ways have you ever watched television shows?"
------------------------------------------------------------------------
Base: All U.S. adults
---------------------
Total Generation Gender Children
<18 in HH
----- ---------- ------ ---------
Echo Gen Xers Baby Boomers Matures Male Female Yes No
Boomers (36-47) (48-66) (67+)
(18-35)
------
% % % % % % % % %
--- --- --- --- --- --- --- --- ---
Cable/Satellite in real time [NET] 83 75 84 88 90 83 84 78 86
---------------------------------- --- --- --- --- --- --- --- --- ---
Cable TV provider (in real time as the
program is aired) 65 63 62 66 73 64 66 60 68
-------------------------------------- --- --- --- --- --- --- --- --- ---
Satellite TV provider (in real time as
the program is aired) 35 33 39 35 32 36 34 38 34
-------------------------------------- --- --- --- --- --- --- --- --- ---
Streaming [NET] 53 74 55 42 25 56 50 60 49
-------------- --- --- --- --- --- --- --- --- ---
Streaming via websites [NET] 47 68 49 35 21 51 43 53 44
--------------------------- --- --- --- --- --- --- --- --- ---
Streaming via apps [NET] 24 40 27 14 10 28 21 33 20
----------------------- --- --- --- --- --- --- --- --- ---
Streaming via network-owned websites/
apps [NET] 39 55 43 29 18 41 37 46 36
------------------------------------- --- --- --- --- --- --- --- --- ---
Streaming via non-network-affiliated
websites/apps [NET] 38 61 38 29 9 43 34 44 36
------------------------------------ --- --- --- --- --- --- --- --- ---
Tivo, DVR or other recording device
(recorded and then viewed later) 47 42 58 46 43 47 46 49 45
----------------------------------- --- --- --- --- --- --- --- --- ---
On-demand content through cable or
satellite provider 38 42 42 36 25 40 35 39 37
---------------------------------- --- --- --- --- --- --- --- --- ---
By purchasing, renting or borrowing
episodes or seasons on DVD 37 48 43 31 12 39 35 41 35
----------------------------------- --- --- --- --- --- --- --- --- ---
Over the air using an antenna
(Broadcast TV) 31 28 32 36 28 37 26 29 33
----------------------------- --- --- --- --- --- --- --- --- ---
By purchasing or renting episodes or
seasons through a video on demand
service (such as iTunes or Amazon) 15 22 19 11 2 17 14 19 14
------------------------------------ --- --- --- --- --- --- --- --- ---
Other 4 5 5 3 2 5 3 5 3
----- --- --- --- --- --- --- --- --- ---
Not applicable - I don't watch
television programs 2 3 1 1 3 2 2 2 2
------------------------------ --- --- --- --- --- --- --- --- ---
Note: Multiple responses accepted.




TABLE 2
-------
WAYS MOST OFTEN WATCH TELEVISION PROGRAMS
-----------------------------------------
"Out of all the ways you watch television programs, in what way or ways do you most often do so?"
-------------------------------------------------------------------------------------------------
Base: All U.S. adults
---------------------
Total Generation Gender Children
<18 in HH
----- ---------- ------ ---------
Echo Gen Xers Baby Boomers Matures Male Female Yes No
Boomers (36-47) (48-66) (67+)
(18-35)
------
% % % % % % % % %
--- --- --- --- --- --- --- --- ---
On TV, Non-Streaming [NET] 89 77 90 95 97 88 89 85 90
------------------------- --- --- --- --- --- --- --- --- ---
On TV - live feed (watching as
it is broadcast, whether via
cable, satellite or over the
air) 56 44 54 66 63 58 54 52 58
------------------------------ --- --- --- --- --- --- --- --- ---
On TV - programming recorded on
a DVR or other device 32 30 42 31 24 34 30 36 30
------------------------------- --- --- --- --- --- --- --- --- ---
On TV - via cable or satellite
on-demand service 29 23 26 32 41 26 31 24 32
------------------------------ --- --- --- --- --- --- --- --- ---
Streaming [NET] 20 41 14 9 7 22 18 23 18
-------------- --- --- --- --- --- --- --- --- ---
Streaming on any device (TV,
computer, tablet, smartphone) -
with advertising 12 27 9 4 3 13 11 13 12
-------------------------------- --- --- --- --- --- --- --- --- ---
Streaming on any device (TV,
computer, tablet, smartphone) -
ad free 10 21 6 5 4 11 9 14 8
-------------------------------- --- --- --- --- --- --- --- --- ---
Not applicable - I do not watch
television programs 3 4 4 2 1 3 3 4 2
------------------------------- --- --- --- --- --- --- --- --- ---
Note: Multiple responses accepted.




TABLE 3
-------
DEVICES OWNED
-------------
"Which of the following do you currently own?"
----------------------------------------------
Base: All U.S. adults
---------------------
Total Generation Gender Children
<18 in HH
----- ---------- ------ ---------
Echo Gen Xers Baby Boomers Matures Male Female Yes No
Boomers (36-47) (48-66) (67+)
(18-35)
------
% % % % % % % % %
--- --- --- --- --- --- --- --- ---
A laptop or desktop computer 93 91 94 93 94 91 94 90 94
---------------------------- --- --- --- --- --- --- --- --- ---
A television without the
ability to access the
Internet 60 60 62 60 55 60 59 60 59
------------------------ --- --- --- --- --- --- --- --- ---
A smartphone 47 64 60 34 18 51 43 62 40
------------ --- --- --- --- --- --- --- --- ---
TV with Internet [NET] 30 33 34 29 22 34 27 38 27
--------------------- --- --- --- --- --- --- --- --- ---
A set-top box (Roku, Apple
TV, etc.) or game system
capable of accessing the
Internet 19 25 23 16 9 21 17 27 16
-------------------------- --- --- --- --- --- --- --- --- ---
An Internet-capable
television (Smart TV) 17 14 18 20 15 19 15 20 16
---------------------- --- --- --- --- --- --- --- --- ---
A tablet computer 24 26 30 21 19 28 20 31 21
----------------- --- --- --- --- --- --- --- --- ---
None of the above 2 1 2 2 1 2 1 2 2
----------------- --- --- --- --- --- --- --- --- ---
Note: Multiple responses allowed.




TABLE 4
-------
ONLINE/STREAMING VIEWERSHIP VS. A YEAR AGO
------------------------------------------
"How would you describe your online or streaming television program viewership?"
--------------------------------------------------------------------------------
Base: All U.S. adults
---------------------
Total Generation Gender Children
<18 in HH
----- ---------- ------ ---------
Echo Gen Xers Baby Boomers Matures Male Female Yes No
Boomers (36-47) (48-66) (67+)
(18-35)
------
% % % % % % % % %
--- --- --- --- --- --- --- --- ---
I am watching more online or
streaming television
programming now than I was a
year ago 20 32 20 13 8 22 18 24 18
----------------------------- --- --- --- --- --- --- --- --- ---
No different 39 44 42 34 33 41 37 44 36
------------ --- --- --- --- --- --- --- --- ---
I am watching less online or
streaming television
programming than I was a year
ago 9 13 8 7 4 8 10 10 8
------------------------------ --- --- --- --- --- --- --- --- ---
Not applicable - I do not watch
any television programming
online 32 10 30 46 55 28 36 22 37
------------------------------- --- --- --- --- --- --- --- --- ---
Note: Responses may not add up to 100% due to rounding.








TABLE 5
-------
ANTICIPATED ONLINE/STREAMING VIEWERSHIP ONE YEAR FROM NOW
---------------------------------------------------------
"How much online or streaming television programming do you expect to be watching a year from now, in comparison to right now?"
-------------------------------------------------------------------------------------------------------------------------------
Base: All U.S. adults
---------------------
Total Generation Gender Children
<18 in HH
----- ---------- ------ ---------
Echo Gen Xers Baby Boomers Matures Male Female Yes No
Boomers (36-47) (48-66) (67+)
(18-35)
------
% % % % % % % % %
--- --- --- --- --- --- --- --- ---
I expect to be watching more
online or streaming television
programming a year from now 19 27 19 15 7 23 15 27 15
------------------------------- --- --- --- --- --- --- --- --- ---
No different 54 56 58 51 46 52 55 52 55
------------ --- --- --- --- --- --- --- --- ---
I expect to be watching less
online or streaming television
programming a year from now 5 9 3 3 4 6 4 5 5
------------------------------- --- --- --- --- --- --- --- --- ---
Not applicable - I do not watch
any television programming
online 22 7 20 30 43 18 26 16 25
------------------------------- --- --- --- --- --- --- --- --- ---
Note: Responses may not add up to 100% due to rounding.






TABLE 6
-------
FACTORS WHICH WOULD ENCOURAGE INCREASED ONLINE/STREAMING TV PROGRAMMING VIEWERSHIP
----------------------------------------------------------------------------------
"Which of the following would encourage you to watch more online or streaming television programming?"
------------------------------------------------------------------------------------------------------
Base: U.S. adults who are not watching more online or streaming TV programming than a year ago
----------------------------------------------------------------------------------------------
Total Generation Gender Children
<18 in HH
----- ---------- ------ ---------
Echo Gen Xers Baby Boomers Matures Male Female Yes No
Boomers (36-47) (48-66) (67+)
(18-35)
------
% % % % % % % % %
--- --- --- --- --- --- --- --- ---
Could be encouraged to watch more streaming/
online [NET] 59 71 65 56 35 62 56 65 57
-------------------------------------------- --- --- --- --- --- --- --- --- ---
More or better free online/streaming options 31 43 34 28 11 36 26 38 28
-------------------------------------------- --- --- --- --- --- --- --- --- ---
Availability of programming which I can't
currently access in that way 20 27 20 18 11 21 19 19 20
----------------------------------------- --- --- --- --- --- --- --- --- ---
Not having to watch on a computer screen 19 19 24 21 11 19 20 17 21
---------------------------------------- --- --- --- --- --- --- --- --- ---
Availability of a fast enough Internet
connection 17 23 21 14 8 19 16 19 17
-------------------------------------- --- --- --- --- --- --- --- --- ---
Ease of access / learning how to access 17 15 19 19 17 18 17 16 18
--------------------------------------- --- --- --- --- --- --- --- --- ---
Better access to the equipment I would need 10 10 15 10 6 13 8 10 10
------------------------------------------- --- --- --- --- --- --- --- --- ---
Not applicable - I have been watching mostly
or entirely streaming/online for over a year 3 4 4 1 1 2 3 4 2
--------------------------------------------- --- --- --- --- --- --- --- --- ---
Other 4 5 6 2 2 4 3 4 4
----- --- --- --- --- --- --- --- --- ---
None of the above 38 25 31 43 64 35 41 31 42
----------------- --- --- --- --- --- --- --- --- ---
Note: Multiple responses allowed.








TABLE 7
-------
OTHER ACTIVITIES WHILE WATCHING TV
----------------------------------
"Which of the following, if any, do you ever do while watching TV?"
-------------------------------------------------------------------
Base: All U.S. adults
---------------------
Total Generation Gender Children
<18 in HH
----- ---------- ------ ---------
Echo Gen Xers Baby Boomers Matures Male Female Yes No
Boomers (36-47) (48-66) (67+)
(18-35)
------
% % % % % % % % %
--- --- --- --- --- --- --- --- ---
Doing any other things [NET] 81 91 83 77 66 77 85 86 79
--------------------------- --- --- --- --- --- --- --- --- ---
Online [SUB-NET] 65 83 71 55 36 65 65 76 60
--------------- --- --- --- --- --- --- --- --- ---
Surf the Internet using a
computer 51 63 56 44 31 52 51 54 50
------------------------- --- --- --- --- --- --- --- --- ---
Go on a social networking site 35 51 43 25 12 32 39 43 32
------------------------------ --- --- --- --- --- --- --- --- ---
Shop online 27 35 33 21 11 24 29 30 25
----------- --- --- --- --- --- --- --- --- ---
Surf the Internet using my
mobile phone 21 38 28 9 2 22 21 32 16
-------------------------- --- --- --- --- --- --- --- --- ---
Surf the Internet on a tablet
computer 15 21 19 10 5 18 12 20 12
----------------------------- --- --- --- --- --- --- --- --- ---
Read a book, magazine or
newspaper 37 32 37 38 44 33 40 35 37
------------------------ --- --- --- --- --- --- --- --- ---
Text 35 59 39 20 7 30 40 48 29
---- --- --- --- --- --- --- --- --- ---
Read a book on an eReader
device 11 14 10 8 9 9 12 13 9
------------------------- --- --- --- --- --- --- --- --- ---
Something else 25 25 24 27 17 19 30 22 26
-------------- --- --- --- --- --- --- --- --- ---
None 17 7 14 22 33 21 13 11 20
---- --- --- --- --- --- --- --- --- ---
Not applicable - I do not
watch television 2 2 2 1 1 2 1 2 1
------------------------- --- --- --- --- --- --- --- --- ---
Note: Multiple responses allowed.







Methodology

This Harris Poll was conducted online within the United States between October 10 and 15, 2012 among 2,343 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.



The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

The Harris Poll(®) #62, November 13, 2012

By: Larry Shannon-Missal, Harris Poll Research Manager



Harris Interactive is one of the world's leading market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of multi-client offerings that complement our custom solutions while maximizing our client's research investment. Serving clients in more than 196 countries and territories through our North American and European offices, Harris specializes in delivering research solutions that help us - and our clients--stay ahead of what's next. For more information, please visit www.harrisinteractive.com.



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