Parks Associates, a leading market research and consulting firm, has announced significant findings about those streaming content in their latest study, “The Viewer Journey: Navigating Streaming Options,” during today’s NAB event. The study reveals a substantial increase in video consumption among U.S. internet households, with an average of 43.5 hours per week spent across various viewing devices, up from 37.2 hours in 2020.
According to Sarah Lee, a Research Analyst at Parks Associates, television continues to be the primary device for viewing, however an increasing trend towards consuming video content on mobile phones and tablets may change that. “While TVs dominate with over 21 hours of viewing per week, smartphones are catching up, excluding social video sources, with households spending 6.5 hours per week watching videos on these devices,” Lee explains.
The research also underscores a shift in consumer behavior, with many households enjoying a mix of scheduled and on-demand viewing. “The flexibility and convenience offered by on-demand services appeal greatly to viewers, yet there’s a significant portion that values a blend of serendipitous viewing and deliberate content choices,” adds Lee.
As the landscape of digital entertainment continues to evolve, Parks Associates’ insights from “The Viewer Journey: Navigating Streaming Options” suggest a dynamic shift in how media is consumed across the U.S.
From the article, "U.S. Households Now Watch Over 43 Hours of Video Weekly, with Half Using Free Ad-supported Services Like Pluto TV, Tubi, & More" by James Guttman
The majority of US and European homes currently have a PlayStation or Xbox nestling under the television but according to Parks Associates, fewer than 50 per cent of US homes will still have one by 20...
The U.S. tech support sector is worth about $30 billion annually, according Reuters citing research by Parks Associates. HelloTech’s competition includes the Geek Squad, which is run by electronics re...
Partnering with British-based telecom Vodafone, which claims 400 million subscribers in 30 countries globally, including 1 million TV subs in Spain, affords HBO an existing distribution channel. Spain...
Parks said nearly 60% of OTT video services in North America are subscription-based. About 64% of U.S. broadband households subscribe to an OTT video service, up from 59% in 2015. Average monthly spen...
