Although most consumers continue to watch original TV series on traditional TV, many are time-shifting their TV viewing, and this desire to watch on their own schedule is one of the primary drivers of online video viewing. That’s one of the chief takeaways from a new comScore report based on a survey of more than 1,100 online adults.
It’s not earth-shattering to say that there’s less appointment viewing these days, though social TV is helping offset the declines. The rise of time-shifting has led to TV industry stakeholders pushing for an expanded TV ratings definition for quite some time, and the results in the comScore study bolster that argument. While the report doesn’t specify how time-shifted TV is viewed, some 46% of original TV viewing by Millennials (18-34) is estimated to be time-shifted, including 17% at least 4 days after airing. Read the rest at MarketingCharts.