Americans to continue streaming content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 22, 2021, 1:38 AM UTC

Online TV/video consumption increased from 1.7 hours to 7 hours between 2010 and 2020, according to a recent Forrester study.

As COVID-19 forced lockdowns and prevented social plans, adoption of TV/video streaming services spiked in the US, as per the report. By June 2020, 48% of online adults were subscribed to one streaming service at least.

42% of consumers will continue to use TV/video to distract themselves form real-world issues, and 41% now like viewing TV/video more than the pre-pandemic times. However, fifteen months after the outbreak, 28% reported being exhausted from watching too much TV and film, and 21% plan to spend less time watching it.

Consumers (55%) who subscribed to Netflix, Amazon Prime Video or Disney+ are likely to continue their subscriptions, and 34% favour seeing new releases on streaming services. Further, 34% of older consumers prefer watching favourite TV shows and movies independently.

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