Viewers who prefer watching TV shows on TV sets plunged by 55% -- from 52% to 23% -- according to a global survey of consumers conducted by Accenture.
In the U.S., the percentage fell to 25% from 59%.
Accenture says that an increasing number of consumers prefer to watch shows on laptops or desktops—42%, up from 32% in last year’s study—and smartphones—13%, up from 10%.
The trend has been going on for at least four years. In Accenture’s 2014 study, 65% of consumer preferred the TV set for viewing TV shows.
“The dominance of the TV set as the undisputed go-to entertainment device is ending,” said Gavin Mann, global managing director for Accenture’s broadcast business, in a statement. “While a great number of people still watch plenty of TV shows on TV sets, our research uncovers a rapid acceleration in their preference for viewing on other digital devices—especially laptops, desktops and smartphones.”
Read more at B&C.