Only 52% of US total television viewing time consists of live TV
According to a report from Morpace Omnibus, only 52% of US total television viewing time consists of watching live television.
Amongst those aged 18 to 34, the figure falls to 41% of respondents.
Adults aged 55 or over, however, watched live TV for almost two-thirds of their total viewing time.
The study also found that nearly three in five US consumers watch some video on a device other than a television.
Online was the most popular alternative to live TV, with around half of the respondents using an online source for viewing videos.
A further 23% used a streaming video service to watch video content.
Respondents aged 18 to 34 were more likely to use online video format than older consumers, although consumption of video from DVDs or DVRs was similar between the two age groups.
eMarketer estimates that about 85% of internet users aged 18 to 34 watch online video at least once a month.
Among older internet users, this figure is much lower; less than 44% of internet users aged 55 to 64, and fewer than 26% of internet users aged 65 and up, watch online video monthly.