A lot has been mentioned concerning the impression of streaming on the best way audiences have interaction with TV, however the extent is not any higher exemplified than by the conduct of audiences in TV properties who don’t pay for cable or satellite tv for pc programming. A particular subset of those properties, which depend on a digital antenna at no cost, over-the-air (OTA) programming, watch probably the most broadcast programming of all U.S. TV households, however that’s beginning to change. 

The numerous quantity of broadcast TV viewing inside these properties definitely isn’t shocking, on condition that’s what digital antennas present entry to. However elevated connectivity and the rising abundance of over-the-top (OTT) content material is shifting the viewing conduct amongst these former broadcast programming stalwarts to offer extra of a stability with their information and sports-heavy TV diets.

Whereas audiences in OTA properties nonetheless watch extra broadcast programming than these in broadband and cable plus¹ TV households, they’re watching much less of it than they’ve prior to now (1:54 per day vs. 2:25 in 2018), complementing their broadcast TV consumption with streaming video viewing. The truth is, audiences in OTA properties now watch extra streaming content material than audiences in properties with cable or satellite tv for pc programming.

Maybe most attention-grabbing amid the altering behaviors of TV audiences is the overwhelming stability of this portion of the U.S. TV family universe. Whereas the odds of broadband and cable plus households have shifted dramatically over the previous few years, the proportion of OTA properties has remained very secure. The truth is, it’s really elevated.

Regardless of their broadcast-focused roots, the shifting viewing behaviors of audiences in OTA properties mirrors that of the overall TV inhabitants, with streaming content material transferring to the forefront. In response to a latest Nielsen TV customized survey², 80% of audiences in OTA properties say in addition they subscribe to a streaming service. And among the many properties with entry to OTA and streaming content material, two-thirds of the viewers say they watch extra streaming content material than broadcast programming.

This shopper conduct tracks with Nielsen TV panel knowledge, as the proportion of OTA properties with none extra SVOD or digital multichannel video programming distributor (vMVPD) service is steadily declining. The median age in these OTA-only properties is 61, in contrast with 45 for these with SVOD and 49 for these with SVOD and vMVPD.

Value has at all times been an element for a lot of OTA properties, and that issue can also be mirrored in what they stream, as 50% of the OTA viewers in our latest survey mentioned they watch free, ad-supported streaming providers, twice the proportion of TV viewers with different programming choices (cable, satellite tv for pc, and so on.). Amongst all TV viewers, just below 70% of OTA audiences say they spend lower than $100 every month for his or her TV programming. However when requested concerning the options they search for most in TV service, OTA audiences rank “ad-free” and “advert skipping” on the backside of their precedence lists, presenting important upside for model advertisers.

Regardless of the continued evolution of TV viewing, there are two key constants:

These constants current each stability and alternative for the OTA market, given what we learn about OTA audiences: They watch extra native information (native and nationwide), sports activities and daytime TV than different audiences, and they’re rising their streaming diets. 

However all TV audiences love information and sports activities programming, which is the place the chance is for broadcasters, largely as a result of many audiences don’t know sufficient concerning the OTA choices of their areas, or learn how to entry them. Among the many audiences who mentioned they aren’t seemingly to purchase a digital antenna, 35% mentioned it was as a result of they don’t know what channels can be found to them. When requested non-OTA audiences how seemingly they’d be to purchase an antenna as soon as they knew they might watch broadcast TV with out paying a charge, 60% mentioned they had been considerably or very seemingly.

Notes

1. Cable plus properties are these that may watch tv programming by way of a conventional cable, satellite tv for pc or telco supplier.
2. The Nielsen TV shopper survey was performed in English-only from March 9-24, 2022, by way of a web based survey. It was based mostly on a consultant pattern of 1,500 U.S. adults 18+ who presently use any TV providers within the residence.