How streaming platforms are changing the way we watch TV

It is remarkable that the way we watch television has changed a lot in recent years. For starters, it's not always really a television set: we use laptops, tables, cell phones ... A study released by investment firm Morgan Stanley has shown what has most changed in the way Americans watch TV.

Televisions Not: Handset Usage Grows

Contrary to what one might think, the amount of hours watching television shows has not decreased: it's the largest in 4 years! Viewers spend an average of 23 hours a week in front of the small screen, one hour longer than last year.

But it is not always a television set: any other applications that allow watching TV programs were considered. Incidentally, while the conventional device lost 1% of viewers compared to last year, the portable engines (smartphones, tablets, computers) had their popularity increased by at least 1.2%.

Among young people, the popularity of television is steadily decreasing. But even among older viewers (over the age of 45) - those who watch most shows on the conventional device -, the use of alternative television sets is growing. A 106% increase has been recorded in the last 4 years! Overall usage for viewing programs increased by 36% (a total of 8 hours); while TV had a 7% decrease.

This directly interferes with another factor: the old time of reuniting the family in front of the television to watch some program has diminished. The study recorded a large growth of viewers in the "on the road" category; that is, not at home, but in the midst of transport or waiting places.

Among those who declare to watch the programming mainly "on the way", the number also increased: 11% of total data, compared to 9% last year. Despite wasting space, "home sweet home" is still a favorite of viewers to watch TV: 83% prefer to entertain themselves at home.

Although seemingly small, these changes are quite significant because they consider such a short period of time. After all, they require changes from content producers to adapt to the new market. And we know that Netflix only grows.

Streaming Services, A New Format

But enough of the Americans. As much as they reflect trends happening around the world, there are particularities. For example, Netflix has 60 million viewers: but the global total is double that.

In Brazil, cable TV still leads: 47% of Brazilians subscribe to the service. But satellite TV has lost a lot of space: while 21% of the population still use the service, 23% already prefer the streaming service. In fact, we are the most connected in Latin America, which still has 56% preference for cable TV. Even Brazilians and Chileans are the people who talk most about canceling these services and stick to streaming platforms. To watch what? Mostly films (89%), series (54%) and documentaries (42%). However, a fact remains standard worldwide: it is the youngest (between 15 and 34 years old) who lead the consumption of unconventional services.

Another surprising fact: Brazilians receive more ads during the programming than the rest of the world. And surprisingly, they do not consider this a nuisance: 62% of respondents around the world think that ads during and after programming are distracting, but only 51% of Brazilians find it.

One fact is certain: we are changing the way we watch television, not just the new generations - the whole audience. And broadcasters and content producers will have to adapt to that.

This text was written by Verenna Klein via nexperts.