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

April 2019

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 customizing their living-room experience, devoting more watch time to streaming services.

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

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1 Comscore OTT Intelligence, U.S., 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, U.S.,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, U.S., 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, U.S., based on Total Home Panel, Sept. 2017 vs. Sept. 2018.