The way that people are watching video in the living room is changing. Here’s how

Viewers have more content to choose from than ever before – and certainly more ways and places to watch it. As a result, the traditional concept of primetime is being turned on its head. This is particularly true in the place most associated with traditional primetime: the living room. Viewers are customising their living-room experience, devoting more watch time to streaming services.

Here are the latest video streaming trends that advertisers need to know, according to recent studies from Nielsen and Comscore.

Sources (5)

1 Comscore OTT Intelligence, US, Comscore’s definition, aligned with the IAB definition, for over-the-top (OTT) is any video streamed on 'a device that can connect to a TV, or functionality within the TV itself, to facilitate the delivery of internet-based video content, such as Roku, Apple TV, Smart TVs, game consoles, etc.' Oct. 2016–April 2018.

2 YouTube Internal Data, Global, Based on 90-day average of watch time for living-room devices, which include smart TVs, Roku/Apple TV and game consoles, accurate as of Dec. 2018.

3 Google-commissioned Nielsen Custom Fusion Study, US, Desktop, mobile and TV fusion, TV measurement of television distribution sources, reach among people 18–49, May 2018.

4 Google-commissioned Nielsen Custom Fusion Study, US, Desktop, mobile and TV fusion, TV measurement of television distribution sources, reach among persons 18–49, May 2018.

5 Comscore OTT Intelligence and Custom Reporting, US, based on Total Home Panel, Sept. 2017 vs. Sept. 2018.

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