Live TV Viewing Declines
Live network TV is losing ground as the most often choice for watching programming across all segments dropping from 45% in 2017 to 31% in 2018, a sizeable 14-point decline. African-Americans had the largest percentage point decline in live TV viewing, a 22-point decline from 75% in 2017 to 53% in 2018.
Netflix Continues to Soar
Netflix has steadily gained more consumers as the majority of Hispanics (71%) watch TV programming through the streaming service compared to 59% of non-Hispanic whites, 63% of African-Americans and 55% of Asians. Additionally, 35% of Hispanics report they watch TV programming most often using Netflix. Almost half (47%) of all consumers perceive streaming as the future of television and a reason why they prefer watching shows through streaming services.
Boomers Join Cord-Cutting Trend
While Millennials started the streaming trend, Baby Boomers and even Gen X are catching up, watching significantly less programs when they air on network TV. Boomers have experienced a drop in live TV viewing habits with a 21-point decline compared to 2017. The survey found the switch to streaming will continue to grow: 4 in 10 consumers predict they will stream most or all of their TV shows online by 2020.
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