It might go without saying, but the television landscape in America has changed drastically in a very short time. While the rise of streaming services, television networks have had to scramble to find ways to stay relevant in a media landscape where linear, weekly broadcasting is losing its ground to streaming, full-season releases. Television is changing in the United States, and the rate of change might be much faster than previously thought.
That conclusion is based on the results of a survey issued by market research firms the Interactive Advertising Bureau (IAB) and MARU/Matchbox. The survey asked American adults about their television habits and even the technology they use to watch television or other video content. According to their data, as much as 56% of adults in the U.S. now own a streaming enabled television, and 54% reported spending more time watching streaming content than traditional linear content. That’s a 56% rise from 2015.
According to Chris Kuist, Senior Vice President at IAB, television technology itself is changing the video media landscape forever:
Streaming Enabled TVs have changed the way Americans watch television. Streamed content from a myriad of sources–traditional TV networks or newer digital-only studios–is attracting people’s time and attention on the biggest screen in the home.
However, it’s not all good news for streaming services – at least not yet. Half of the respondents (50%) reported that they prefer watching linear content supported by commercials over commercial-free content supported by monthly subscriptions such as Netflix or Hulu. With more and more options appearing in the crowded streaming market, consumers might soon be able to choose which model they prefer; Facebook new streaming video service will be free and feature ads, while Netflix has vowed to maintain its current ad-free subscription model.