Specifically, in the first quarter this year, 37% of internet users claimed to watch little to no linear TV on a typical day. The percentage of high linear TV viewers — those who watch at least four hours of broadcast TV daily — has also declined in the same two-year time frame, down from 19% of respondents in 2021 to 15% this year.
By comparison, the percentage of internet users saying they watch more than four hours of video-on-demand (VOD) content in a typical day is up 4% to 62%.
While streaming video consumption continues to increase, Ampere found that so-called “low-level” TV broadcast consumption (less than two hours per day) suggests that many internet users still tune in for key live events such as sports, major reality TV shows and exclusive dramas.
Additionally, pay-TV operators’ investment in proprietary streaming services has ensured they can still engage with streamers. In fact, engagement with these broadcast-led video services has increased by 26% since Q1 2023.
Minal Modha, research director at Ampere, contends that while the decline in linear TV viewing looks like a troubling trend for broadcasters, adoption of video streaming options should limit subscriber losses.
“If the linear channels can continue to adapt and provide a strong OTT offering for audiences switching from scheduled TV channels, they have an opportunity to retain them, albeit on a different medium,” Modha said in a statement