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
People living in only 1 in 10 homes with broadband are “very interested” in connected health services, like a personal health coach, a remote health monitoring app that connects to and notifies a heal...
However, that's not the most noteworthy detail of the Parks Associates report for Charter and Comcast shareholders. Curiously, only about one-fifth of those internet users questioned subscribe to a st...
Roku faces myriad competitors, but it still dominated the U.S. streaming device market with a 37% share as of early 2018, according to Parks Associates. Amazon ranked second with a 28% share, and Appl...
Pay-TV operators are seeing a "slow erosion of the core business," analyst Brett Sappington at Parks Associates said. "After years of attempts to be more than just a 'dumb pipe,' pay-TV operators h...
