46%
What is it? Among all American adults who own some type of TV, less than half (46%) of the time watching TV is spent on linear programming, 20% is dedicated to streaming digital video.
What Realytics thinks about it: What it means to watch TV has fundamentally changed. Digital video, streaming is becoming more and more important, and linear TV viewers indicate a net -9% momentum compared to 2016. 22% of American viewers say they watch “only or mostly” stream digital video on their streaming enabled TV.
Source: The Changing TV Experience: 2017 - iab + maru/matchbox
