Overall TV viewership reversed a two-year downward usage trend in the first quarter, with the average viewer consuming six hours and 25 minutes of sweet, nourishing television per day, according to a new quarterly research report published by the Comcast Spotlight local ad sales unit.
Gathering data on usage from more than 17 million Comcast subscribers across 65 markets, the inaugural “TV Viewership Report” says a 36% year-over-year increase in VOD consumption is driving the uptick.
Comcast households combine to watch 100,000 VOD titles each month, up from 52,000 in 2016, notes the report, which is predictably full of stock images of younger, millennial-aged viewers, drinking coffee in contemplative moments or otherwise gracefully basking in the luxurious pleasure and joy of unbridled American consumer choice.
The report said that in the first quarter, cable network viewing increased 7% and made up two-thirds fo total viewing. (Editor’s note: One would think cable network viewing is somewhat high, given the sample is cable subscribers.)
Also, the average household watches 34 networks, and 68% of viewing occurs outside of the traditional prime time day parts.
Comcast, which lost 224,000 pay TV users in the second quarter, has in recent years touted itself as a broadband connectivity company serving a more diversified video consumer base, much of which is consuming TV by means that are less and less traditional.
“TV viewership has changed dramatically over the past five years, and we need to ensure that advertisers understand these new viewing patterns so they can plan and execute the most effective media campaigns,” said Brendan Condon, chief revenue officer for Comcast Spotlight.