Video viewing remains a highly social medium in the US, with almost half of viewing time spent with others, according to GfK MRI.
In addition, 49% of all adults – and 60% aged 18-34 – reported co-viewing more often now than they did three years ago.
Some 58% of co-viewing time was found to be spent with a partner, 19% was spent with children, 16% with family members, and 9% with friends.
In terms of TV services used most often when co-viewing, 48% said they co-watch traditional TV services, while 52% co-view streaming services like Netflix and Amazon Prime.
However, among 18-34 year-olds, 72% opted for streaming services as their co-viewing medium of choice.
“The social nature of TV viewing continues to drive people to this enjoyable shared experience,” said Amy Hunt, vice-president of TV and video media sales at MRI.
“A lot has been said recently about the introduction of dynamically inserted ads for shows; but this seems to be predicated on the idea of only one target watching. The increase of co-viewing suggests that more ad options will need to be available, to appeal to the widest possible audience range.”
MRI’s Cord Evolution research is based on 24,000 in-person, in-home interviews, asking about “cord intentions” and tracking “cord disruption” – namely the impact of new digital offerings on traditional TV subscriptions and linear viewing behaviour.
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