Nielsen’s new cross-platform
report confirmed some assumptions on who’s
watching television but featured few surprises
among viewers of video content on alternative
Notably, the findings indicate women of all
ages are watching nearly 16 more hours of traditional
television a month than men. That’s
probably not big news to female-targeted networks
like Lifetime, Oxygen, WE tv and Style,
as well as networks that have predominantly
female viewers, like Bravo, E!, and Hallmark
The study also affirmed that African-American
viewers watch more television than any
other group, both through traditional TV as
well as mobile video. African-Americans tune in nearly
213 hours per month, more than twice as much as Asians
and roughly 57 hours more than whites.
That bodes well for Comcast’s pledge to launch two
new black-targeted, independently owned channels
over the next two years as part of its merger agreement
with NBCUniversal. Comcast said that it is
currently whittling down a list of more than
100 “high-quality” proposals and has chosen
several to “participate in the next phase of our
The hope is that Comcast will choose networks
that can not only attract African-American
viewers, but also have the right financial
business plan to not just survive, but thrive, in
a very crowded marketplace, and will put executives
with some cable experience at the helm.
What was surprising in the Nielsen report is
that the typical mobile phone and video Internet
viewer is not as young as presumed. Adults
35-49 represent the largest segment of the Internet
video audience, according to the report.
It’s more likely that mom and dad are firing up the laptop
computer to watch an episode of Jersey Shore than their
teenage kids, according to Nielsen.
Also adults 25-34 dominate the mobile video audience,
a far cry from the notion that only teens and college kids
are watching video content on their iPhones.