Live TV isn’t dead yet but it’s taken a major hit across all viewing audiences, according to a new study released by ThinkNow, a technology driven cultural insights agency. The annual study, ThinkNow Media™ Report 2018, finds that live TV viewing has dropped from 68% to 48%, a whopping 20-point decline across all audiences. The nationwide online omnibus survey fielded in April 2018 reaching 1,311 consumers, ages 18 – 64, is a representative sample of U.S. Hispanics, African-Americans, Asians and non-Hispanic whites regarding media consumption and gaming habits.
“Streaming services like Netflix have changed the way consumers watch their favorite TV shows. To reach audiences, marketers need to think about how, when, and where viewers consume media and the cultural factors that influence those decisions,” says Mario X. Carrasco, Co-Founder and Principal, ThinkNow.