UPDATE – 12/18/09: This article on the A2/M2™ Three Screen Report and related documents have been updated to include data from the full time period of the quarterly report, resulting in increased numbers for in-home, and time-shifted TV viewing. The previous report did not include viewing from the first week of the new Television Season.
Nielsen’s latest A2/M2™ Three Screen Report – a quarterly analysis from our Anytime Anywhere Media Measurement™ initiative – shows considerable year over year growth in terms of time spent for DVR (up 22.5%) and online video (up 34.9%) in Q3 2009. Given the consistent spike in usage among the three screens of television, Internet and mobile, consumers are clearly adding video platforms to their schedule, rather than replacing them.
“Americans today have an insatiable appetite for not only content, but also choice,” says Nic Covey, director of cross-platform insights at Nielsen. “Across all age groups, we see consumers adding the Internet and mobile devices to their media diet — consuming media anytime and anywhere possible.”
What We Watch Weekly
For the first time this quarter, Nielsen reports how much time the average American spends in a typical week with TV, Internet and mobile devices. Without a doubt, consumers of all ages spend the majority of their video time (nearly 99%) in front of the television, while DVR and online video are becoming more widely used.
- In 3Q09, the average American watched more than 31 hours of TV per week, with 32 minutes spent in playback mode with their DVR.
- In addition, each week the average consumer spent a little more than 4 hours on the Internet and 22 minutes watching online video.
- The average consumer spent 3 minutes watching mobile video each week.
The TV and Internet figures in this report are calculated using Nielsen’s National TV and Internet panels, which are measured electronically and reported on a regular basis. The Mobile phone figures are collected by Nielsen via a quarterly survey and give a firsthand look at how early adopters self-report their usage of mobile video.
Other Highlights of the Report
- Almost 99% of video content watched in America is still done on traditional television
- DVR and Online Video continue to show solid growth – up 22.5% and 34.9% respectively in time spent from Third Quarter 2008
- Teens continue to watch mobile video the most, at just over 7 hours per month, though mobile video is not just a young medium, as mobile users Adults 45-54 report viewing nearly 3 hours of video on their mobile phones
- Download Nielsen’s A2/M2™ Three Screen Report
[...] Nielsen: Online Video and DVR Up Double Digits While 99 percent of video is watched on a TV in the U.S., DVR use and online video grew 21.1 percent and 34.9 percent respectively, year-over-year, according to the latest Nielsen A2/M2 Three Screen Report. [...]
[...] fun stuff…we’re also talking advertising and marketing and following this story about WHAT WE WATCH on television from our friends at Nielsen. We’ll offer our thoughts and what this means for [...]
[...] Nielsen: Online Video and DVR Up Double Digits While 99 percent of video is watched on a TV in the U.S., in the third quarter DVR use and online video grew 21.1 percent and 34.9 percent respectively, year-over-year, according to the latest Nielsen A2/M2 Three Screen Report. [...]
[...] for not only content, but also choice," says Nic Covey, director of cross-platform insights at Nielsen. "Across all age groups, we see consumers adding the Internet and mobile devices to their [...]
[...] "Americans today have an insatiable appetite for not only content, but also choice," says Nic Covey, director of cross-platform insights at Nielsen. [...]
[...] and DVR addicts should know about this recent Nielsen study. The study found on average 1.15% of all TV watched is time shifted via a DVR. Tiny tiny tiny. [...]
[...] relax: Americans are not moving away from watching television on television sets. Nielsen’s Three Screen Report, issued today, finds most Americans are not fundamentally changing the way they watch TV — [...]
Numbers for mobile video in the report and in the table (above) do not correspond.
[...] "Americans today have an insatiable appetite for not only content, but also choice," says Nic Covey, director of cross-platform insights at Nielsen. [...]
[...] might find out sooner than we think. Nielsen’s newest “Three Screen” report, which measures video consumption on TV, the Web and mobile devices, shows that [...]
[...] has just released its latest A2/M2™ Three Screen Report and this is what it says: consumers spend 99% of their [...]
[...] The decrease, while slight, marks a change from consistent quarters of year-over-year growth for traditional television viewing. Nielsen nevertheless maintains that consumers are “adding video platforms to their schedule, rather than replacing them.” By Nielsen [...]
The last item under Other Highlights doesn’t seem supported:
“Teens continue to watch mobile video the most, at just over 7 hours per month, though mobile video is not just a young medium, as mobile users Adults 45-54 report viewing nearly 3 hours of video on their mobile phones”
Where does this come from? The chart doesn’t show those numbers.
[...] newest “Three Screen” report, which measures video consumption on TV, the Web, and mobile devices, shows that TV-time did [...]
[...] Each week, the average person spent 22 minutes watching web video. Nielsen’s blog entry on the report is here. [...]
[...] Jay Administrator How are Americans watching TV according to Nielsen From a Nielsen report on December 7th, 2009: Americans are spending 31 hours a week in front of a TV and only 22 minutes watching online video. Surprised? More details from the report reveal that Americans are only watching 31 minutes in playback mode on their DVR. Also, the average consumer spent 3 minutes a week watching mobile video. [IMG][/IMG] Source: Three Screen Report: TV Remains Strong as DVR and Online Video Show Most Growth | Nielsen Wire [...]
[...] (+21%). And TV use? Down just .4%. People have more time to spend with media overall, evidently. Download the report from Nielsen. Or, see a snapshot at Marketing [...]
Erik and Jam,
The data in question is from Table 3 in the Three Screen Report.
Nielsen Wire
[...] Also see Nielsen – Three Screen Report [...]
[...] situation is more extreme in the US according to Nielsen’s Three Screen Report. Figures issued for Q3 for the previous 12 months show that almost 99 per cent of all video content [...]
[...] media. This seems to still hold true, at least according to the latest report on the 3 screens from Nielson. The report about the “3 screens” (1st screen – tv, 2nd screen – computer / [...]
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