Skip to main content

ScreenBytes Executive Interview Series are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

Nielsen Total Audience Report for 2018-Q3

By March 28, 2019No Comments

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

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.

Leave a Reply