Much has been said about the effect of streaming on the way listeners interact with TV, but no better example can be given than the amount of cable or satellite programming that pays for the behavior of TV home viewers. A specific subset of these homes, relying on a digital antenna for free, over-the-air (OTA) programming, sees the most broadcast programming of all US TV families, but that is beginning to change.
The significant amount of TV viewing broadcast in this home is certainly not surprising, as digital antennas provide access. These former broadcast programs are now more connected and OTT content has become more popular. This allows them to balance their TV programming with sports and news.
OTA home viewers still see more broadcast programming than those who have broadband or cable plus, but are less likely to be able to access it.1Television families are now watching less TV than ever before (1:54 per person in 2017 vs. 2:25 per person in 2018). They watch their TV as well as streaming videos. The fact is that OTA families now stream more content than viewers at home, including satellite or cable programming.
Despite the changing behavior of viewers, the remarkable stability that this part of the American television family enjoys is perhaps the most striking. Although the ratio of cable and broadband households has changed dramatically in the last few years, the OTA home percentage is still very stable. In fact, it has actually increased.
Despite the broadcast focus, viewers who watch OTA content are shifting to streaming, which reflects the changing behavior of viewers in the OTA home. A recent survey by SME TV found that streaming content is moving forward.280% of OTA home viewers also say that they have subscribed to a streaming provider. More than two-thirds (65%) who have access to both OTA and streaming content say they watch more streaming than broadcast.
SMETV panel data indicates that OTA home services are declining without additional SVODs and virtual multichannel programming distributors (vMVPDs). The average age of these OTA-only households is 61, compared to 45 among SVOD or vMVPD recipients and 49 with SVOD.
Many OTA families always have to consider the cost when streaming. In fact, half of those surveyed said they saw ad-supported, free streaming services. That’s twice as many TV viewers who watch other options as satellite or cable. Only 70% of OTA audience members say they pay less than $ 100 per month to watch their television programming. But when asked about the features they look for most in TV services, OTA viewers rank “ad-free” and “ad-free” below their priority list, presenting a significant rise for brand advertisers.
Despite the evolution of watching TV, two basic principles remain the same.
These stables provide stability and opportunities for the OTA marketplace, which is known to OTA visitors. They are more likely than others to watch local news (both national and local), sports and TV during the day and their streaming costs are expanding.
But not all TV listeners prefer news and sports programming, where there are opportunities for broadcasters, largely because many viewers do not know enough about OTA options in their area or how to access them. Among listeners who said they were unlikely to buy a digital antenna, 35% said they did not know which channel was available to them. Sixty percent of non-OTA listener members were asked if it would make sense to invest in an antenna if broadcast TV was available for free.
Comments
- Cable Plus Home is one that lets you watch television programs via satellite, cable or telco providers.
- The consumer survey of SME TV was conducted in English only through an online survey from 9-24 March 2022. The survey was conducted on 1,500 U.S. adults 18+ who use TV in their home.
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