By Evan DeSimone
A new study has found that households with a streaming media device watch more online video content than households without such a device.
The new data, collected by the connected entertainment market research firm Parks Associates, found that household with an active streaming media device watch an average of 22 hours of video on television per week. That’s a four hours more than households without a streaming device, which clock in at just 18 hours per week on average.
The study found that owners of streaming media devices consume more online video across the board, watching an average of six hours of streaming internet video per week. Consumers without streaming media devices consume about half as much, just three hours of web video per week. These increases correlate with a decline in the amount of broadcast television consumed. Streaming device owners watch only 8 hours of broadcast television per week, compared to 10 hours per week for non-owners.
Brett Sappington, director of research at Parks Associates, put the changes in context in a statement announcing the findings. According to Sappington, “Adoption of streaming devices, combined with an increasing supply of OTT options, has altered the video environment, demanding new business models in advertising, content creation, and video subscriptions.”
While it’s not exactly surprising to learn that those with access to a connected device consume more web video and less broadcast television, the dramatic shift in viewing habits is telling. Streaming media devices bridge the gap between screens and reduce the friction consumers experience between what is perceived as “television” and what is seen as “web content.” As a result, web content consumption is on the rise, creating a sizable opening in the market for advertisers looking to access traditional TV audiences at online video prices.