Analysis

Millennials stream more than half of their TV content and are more likely to choose Netflix over live viewing, according to a new report from Horowitz Research. The study, titled State of Cable & Digital Media 2016, found that 18- to 34-year-old TV viewers report spending 54 percent of their viewing time streaming and just 25 percent watching content live.

The number of homes with digital TV is forecast to increase by 1.08 billion between 2010 and 2021 to 1.67 billion, a spike of 185 percent, according to Digital TV Research. The new edition of the Digital TV World Household Forecasts report, which covers 138 countries, predicts that the digital TV total will climb by 120 million in 2016 alone and by half a billion between 2015 and 2021.

OTT usage is picking up in Europe, particularly in the U.K. and France, but the penetration rate of subscription streaming services still lags well behind the U.S., according to new data from Parks Associates. The OTT Video Market Tracker found that just 30 percent of broadband homes in the U.K. and 17 percent in France pay for subscription OTT service. This compares with 64 percent of American broadband homes.

DEFY Media's fourth-annual survey of the media habits of 13- to 24-year-olds has found that they spend 12.1 hours weekly watching video on social and free online sources, ahead of subscription streaming services at 8.8 hours and cable/satellite TV at 8.2 hours.

The results are in for Deloitte's tenth annual Digital Democracy Survey, which reports that 70 percent of U.S. consumers binge-watch an average of five episodes per sitting, and 31 percent are bingeing on a weekly basis. The new study also found that 46 percent of Americans subscribe to streaming-video services. Millennials aged 14 to 25 are spending more time on streaming content than they are on live television.

Global advertising revenues will rise by 4.6 percent this year, ZenithOptimedia projects, reaching $579 billion, up from the 3.9-percent growth rate in 2015. ZenithOptimedia’s new Advertising Expenditure Forecasts projects global ad revenues of $600 billion in 2017, reaching $603 billion by the end of next year.

Most consumers have no plans to become cord cutters, with viewers worldwide choosing to supplement traditional TV rather than leave it, according to new Nielsen findings.

The number of pay-TV subs in Canada and the U.S. is predicted to fall from 112 million in the peak year of 2012 to 106 million in 2021, according to the fifth edition of the Digital TV North America Forecasts report. The number of pay-TV subscribers declined by 2 million in 2015. Before 2015, much of the pay-TV fall was attributed to the loss of analog cable subscribers (which still fell by 1.1 million in 2015).

A new survey of media and advertising executives points to TV's continued relevance despite shifts in video consumption, and an optimistic year-on-year outlook for the growth of the medium. Of surveyed participants, 73 percent predict that over the next three years there will be an increase in the consumption of full-length shows online; 77 percent predict an increase in smartphone video viewing; and 79 percent predict more time will be spent watching smart TVs with a direct internet connection.

A new report from IHS points to a correlation between Netflix's launch in a market and a reduction in consumer spending on buying and renting movies and TV series on disc. Consumers spent $20.9 billion buying and renting movies and TV content in the U.S. in 2006, the report observes. By last year, total spending on this segment was down by 17 percent to $17.3 billion.