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State of the Screens

Nielsen Total Audience Report for 2018-Q1

By August 8, 2018No Comments

Average time spent w/ media in Q1:
1)
2018–11h 6m (↑ 3%)
2) 2017–10h 47m
3)
2016–10h 30m

Average time spent w/ video:
1) 2018-Q1–5h 57m
2) 2017-Q4–5h 46m
3) 2017-Q3–5h 27m

Average time spent w/ video by screen (% of total):
1) Live TV — 4h 46m (80%)
2) OTT/Connected TV — 0h 46m (13%)
3) Desktop/Laptop — 0h 10m (3%)
4) Smartphone — 0h 10m (3%)
5) Tablet — 0h 5m (1%)

Time spent by screen in Q1 (2017 vs. 2018):
1)
Live TV — 4h 10m (↓ 4%)
2) Mobile — 2h 22m (↑ 2%)

Daily hours of usage by age group:
1)
18–34–8h 45m
2)
35–49–11h 9m
3)
50–64–12h 50m
4)
65+ — 12h 16m
5)
18+ — 11h 6m

Share of media consumption from live TV:
1)
18–34–26%
2)
35–49–37%
3)
50–64–48%
4)
65+ — 60%
5)
18+ — 43%

% change since 2010 in time spent with TV (h/t: @ballmatthew):
1)
12–17 — ↓ 56%
2)
18–24 — ↓ 48%
3)
2–11 — 36%
4)
25–34 — 34%
5)
35–49 — ↓ 18%
6)
2+ — ↓ 17%
7)
50–64 — ↓ 1%
8)
65+ — ↑ 8%

More than 2/3 of TV households are able to stream video to a TV.

More: Linear TV Dominates Time Spent Watching Video: Nielsen

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.