A new survey from TiVo has revealed that the average global viewer spends 4.4 hours each day watching video and about 28 minutes per day searching for something to watch, amounting to 20 percent of daily life.
The study surveyed 8,500 pay-TV and OTT subscribers across the U.S., Europe and Latin America. It found that about 90 percent of households are currently paying for traditional pay-TV service. However, more than 60 percent are also subscribing to streaming video services like Netflix, Amazon Prime and Hulu.
By country, the U.S. averages 5.1 hours, the U.K. 4.2 hours, France 3.7 hours and Germany 3.3. In LatAm, Brazil leads with 4.7 hours of daily viewing on average, and Colombia and Mexico each average 4.1 hours.
In the U.S., more than 50 percent of pay-TV subscribers have been with their service for four years or more. Subscribers with the shortest tenure are also the least dependable: more than 10 percent of those who have subscribed to cable for a year or less say they’re very likely to cut the cord in the next six months.
In Latin America, 50 percent of all viewing now takes place on a digital device other than a television set, according to the study. By way of comparison, viewers in the U.S. say that more than 75 percent of their video consumption still occurs on their TV.
“Consumers today are acting as their own aggregator, piecing together what they need from a variety of video service and device combinations to suit their individual needs,” said Paul Stathacopoulos, the VP of strategy for TiVo. “Success in this new environment will not be about a single content source monopolizing the living room, instead it will be about adapting the business model to deliver value, integrated services and personalization to meet the evolving consumer needs.”