With traditional pay-TV subscribers declining and the number of home subscribing to streaming video-on-demand rising, time spent watching live TV dropped sharply in the second quarter.

According to Nielsen’s Second-Quarter Audience Report, cord-cutting continues, and digital devices and services are becoming more common. Nielsen has been moving to a total-audience approach to capture viewing on different platforms and gadgets, as well the eyeballs still watching TV via broadcast and cable.

Live viewing fell 6 percent to 3:55 hours per day from 4:09 in the same quarter a year ago among people 18 years and older, the report said. The Q2 2016 figure was down only slightly from 2015, which was 4:11.

Time-shifted TV was up to 32 minutes per day from 30 minutes a year ago.

Showing a big jump was the use of apps and the web on smartphones, which occupied 2:27 per day in the quarter, up from 1:43 a year ago and 1:09 in 2015.

The Nielsen report noted that as of June, 58.7 percent of TV households have at least one enabled device, up from 52.2 percent a year earlier. There are 6.5 million homes—representing 5.5 percent of the U.S.—that have a smart TV, a multimedia device and a connected game console.

 

Study Finds SVOD Still Picking Up Steam

As a result adults in the U.S. are spending an additional half hour more a day compared with last year connected to media across platforms, noted Peter Katsingris, senior VP of audience insights at Nielsen.

Nielsen said that in the second quarter, 59 percent of homes had a subscription VOD service, such as Netflix (pictured), up from 53 percent a year ago.

Meanwhile, total multichannel homes, including virtual providers, was down 1 percent to 97.9 million from 98.7 million a year ago, when virtual MVPDs weren’t being counted.

Broadcast-only homes were up to 15.7 million homes, compared with 13.6 million a year ago and broadband-only homes were up to 5.9 million from 4.1 million.

Wired cable was down to 51.8 million from 53.4 million a year ago; satellite was up to 35.3 million from 34.1 million; and telco dipped to 9.7 million homes from 11.2 million. – Broadcasting Cable