TV-Set Ownership Down in the U.S.

NEW YORK: For the first time in two decades, the number of homes in the U.S. with TV sets has fallen, with ownership now estimated at 114.7 million households.

According to Nielsen, 96.7 percent of American households now own TV sets, down from 98.9 percent as seen previously. The decline is attributed largely to two factors. One is poverty, with low-income households no longer owning TVs. This segment took a hit from the digital transition, after which consumers were only able to view digital broadcasts via a set with a built-in digital tuner or an analogue TV connected to a digital-to-analogue converter box, cable or satellite. Another factor, according to Nielsen, is new viewing platforms. Consumers are viewing video content on more platforms than ever, and those who have grown up with these new devices are opting not to buy TV sets. That second reason is prompting Nielsen to think about redefining the term “television household” to include Internet video viewers. “We’ve been having conversations with clients,” said Pat McDonough, the senior VP for insights and analysis at Nielsen. “That would be a big change for this industry, and we’d be doing it in consultation with clients if we do it.”

“The media marketplace continues to evolve and become more complex. Some consumers are clearly being driven by the economy to make choices on the media devices they purchase. Others are expanding their equipment to add more audio/video devices to their home. Still others may be deferring a TV purchase or replacing their TV with a computer,” continued McDonough. “Nielsen’s cross-platform media strategy will allow us to measure all of this content and report the total picture of video consumption to our clients regardless of delivery method. As the census data shows that we are a more diverse country, our measurements evolve to reflect our diversity and also to encompass all the ways that Americans consume media.”