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On Demand, mobile options increasing TV viewing

By Rich Heldenfels Published: June 30, 2014

The official word:

Whether it’s watching last night’s drama, last season’s premiere of a sitcom or an original series that doesn’t even air on terrestrial television, Americans are digitally smitten with discovering, catching up on and accessing content on their own terms.

 And it’s this content availability that has helped power a sharp video viewing curve, as mobile device penetration, coupled with on-demand options, continue to grow, and as viewers spend more time watching. In fact, according to Nielsen’s Q1 2014 Cross-Platform Report, video on demand (VOD) has come of age over the last two years.

Currently available in over 60 percent of U.S. households, VOD is increasingly contributing to the viewing potential. What’s more is that recently telecast VOD (RTVOD) has emerged as a legitimate choice for consumers who might not have a DVR or simply missed recording last night’s episode.

Nielsen’s most recent Cross-Platform Report took a look at the On-Demand landscape and found some interesting insights to share.


Key findings include:


  • Close to 40% of U.S. TV households currently subscribe to at least one Subscription-based Video-On-Demand (SVOD) service and the opportunity to use these platforms has grown among younger segments.


  • While on average VOD contributes 4- 5% in the coveted 18-49 demo, individual shows have seen upward of 15-20% increase in viewership from VOD. It is also a platform that is appealing to younger demos as well as Asian Americans whose overall contribution through VOD is 8%.


  • Overall, the Q1 2014 Cross-Platform Report found that Americans continue to watch more than five hours of traditional television per day—a statistic that has remained close to flat over the same quarter for three years running.
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