Non-TV viewing on the rise in the US

Almost two-thirds of Americans are watching video content on non-TV devices on a daily basis.

According to a new study from Leichtman Research Group (LRG), 59% of US adults watch video on non-TV devices such as smartphones, computers, tablets and eReaders. This is up from 55% in 2020, 43% in 2017 and 18% in 2012.

As is the case with most changing video consumption trends, the report notes that this move is dominated by younger Americans. Of adults aged 18-34, 83% watch video on a non-TV device daily, compared to 64% of ages 35-54, and 35% of adults over 55.

The report notes that 50% of all US adults watch video on a mobile phone daily, up from 44% in 2020 and 33% in 2017. This ranges from streaming services like Netflix and Hulu to social media apps including TikTok and Instagram..

Elsewhere, the report found that 83% of US households have at least one of Netflix, Prime Video and Hulu, while 64% of US households have more than one SVOD service.

Bruce Leichtman, president and principal analyst for Leichtman Research Group, said: “Nearly 60% of adults now watch video on a non-TV device daily. This includes half of all adults watching video on a mobile phone every day, up from one-third of adults five years ago. While non-TV devices provide the ability to watch video anywhere, the most common location for watching video on non-TV devices continues to be in the home. Eighty-two percent of those who watch video on a mobile phone, and 85% of those who watch video on a tablet or eReader, do so at home.”