Share of total viewing hours per week for each type of TV/video (Source Ericsson)
Global TV audiences have increased by an additional 1.5 hours a week since 2012 – driven by a rise in mobile viewing.
The Ericsson ConsumerLab survey says the average consumer has increased their viewing on mobile devices by 4 hours a week, while their fixed screen viewing has declined by 2.5 hours a week.
40% of consumers globally are very interested in a mobile data plan that includes unlimited video streaming capabilities. This rises to 46% among millennials (those born in the 1980s through to the mid-1990s), which are those that use multiple on demand services the most and appreciate the mobility.
MediaLab has been tracking the portion of linear TV viewing since 2010. In that period it has decreased by 16%, while in demand viewing has risen.
In total, all types of on-demand viewing now make up 43 percent of all active viewing, out of which movies, TV series and other TV programs account for 74 percent.
The report also illustrates how TV viewing is evolving. While Couch Traditionalists and Screen Shifters may watch the same amounts of TV, they are doing so on different platforms.
Typically a Couch Traditionalist might be married woman over 34 years old who live in a suburb or small town, have children at home, do not have a university degree and work part time tend to be somewhat overrepresented in the TV Couch Traditionalist group. In contrast, married millennial men with children and a university degree who work full time and live in a metropolitan city center are somewhat overrepresented among Screen Shifters.
