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Nielsen Total Audience Report for 2018-Q3

Average time spent w/ media in Q3 according to Nielsen:
1) 2018-Q3–10h 30m
2) 2017-Q3–10h 30m

Average time spent w/ video:
1) 2018-Q3–5h 24m
2) 2017-Q3–5h 27m

Average time spent w/ video by screen (% of total):
1) Live TV — 4h 13m (78%)
2) OTT/Connected TV — 0h 47m (15%)
3) Smartphone — 0h 11m (3%)
4) Desktop/Laptop — 0h 7m (2%)
5) Tablet — 0h 6m (2%)

Daily hours of usage by age group:
1)
18–34–8h 22m
2)
35–49–10h 35m
3)
50–64–11h 48m
4)
65+ — 11h 43m
5)
18+ — 10h 30m

Share of media consumption from live TV:
1)
18–34–22%
2)
35–49–34%
3)
50–64–46%
4)
65+ — 58%
5)
18+ — 40%

% change since 2010 in time spent with TV (h/t: @ballmatthew):
1) 18–24 — ↓ 61%
2)
12–17 — ↓ 61%
3)
25–34 — 47%
4)
2–11 — 45%
5)
35–49 — ↓ 22%
6)
2+ — ↓ 20%
7)
50–64 — ↓ 2%
8)
65+ — ↑ 8%

More #1: Traditional TV Still Sinking in Stream of Digital Video

More #2: Digital’s Flair for the Dramatic: How Program Genres Perform Beyond Traditional Viewing

More #3: Nielsen: Time Spent Hits The Wall, Tops Out At 10 Hours, 30 Minutes

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