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State of the Screens

Broadcast TV Still Tops Digital Video

By January 29, 2018No Comments

81% of U.S. adults watch broadcast TV, but streaming is gaining at 69%.

Watch broadcast TV by age group:
1) 18–36: 76%
2) 37–52: 83%
3) 53–97: 87%
4) 18+: 81%

Watch streaming video by age group:
1) 18–36: 86%
2) 37–52: 68%
3) 53–97: 46%
4) 18+: 69%

Reminder. Streaming may reach 69% of adults, but it only accounts for 26% of video time and even lower % of video ad impressions.

% of video time by year (TV | Digital):
1) 2015: 80% | 20%
2) 2016: 78% | 22%
3) 2017: 76% | 24%
4) 2018: 74% | 26%
5) 2019: 73% | 27%

% of video advertising spend by year (TV | Digital):
1) 2015: 90% | 10%
2) 2016: 87% | 13%
3) 2017: 85% | 15%
4) 2018: 84% | 16%
5) 2019: 82% | 18%

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.