According to new research from Leichtman Research Group, 53% of adults ages 18 and above in US TV households said that they have been spending more time watching TV per day, with 16% saying they are not.
The topic is one of universal agreement of the survey’s 1,200 respondents, with the research firm noting that there are no significant differences by age, income, or gender of those agreeing that they watch more TV per day. Similarly, it says that there is no significance between SVOD and non-SVOD households.
The main difference is between households which have any form of pay TV subscription and those without. More than half (56%) of pay TV subscribers said they are spending more time watching TV per day, compared to 45% of non-subscribers.
Connected TV usage has also increased, with 43% of their users saying that they are using their devices more often. This rises to 52% for connected TV users with annual household incomes of more than US$75,000.
Bruce Leichtman, president and principal analyst for Leichtman Research Group, said: “Reported increases in TV viewing since the coronavirus pandemic began are consistent across demographic categories, while perceived increases in connected TV usage are more prevalent in higher income households and among younger adults.
“Usage growth has played a role in boosting consumers’ positive perceptions of their streaming video, pay-TV and broadband services.”
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