Over Half of US Adults Report Watching More TV Since the Pandemic

Durham, NH, May 26, 2020—New consumer research from Leichtman Research Group, Inc. (LRG) finds that since the impact of the coronavirus pandemic, 53% of adults ages 18 and above in U.S. TV households agree (8-10 on a 1-10 scale) that they now spend more time watching TV per day, while 16% disagree (1-3).

There are no significant differences by age, income, or gender of those agreeing that they watch more TV per day, nor is there a significant difference between SVOD and non-SVOD households.  However, 56% of pay-TV subscribers agree that they now spend more time watching TV per day, compared to 45% of non-subscribers.

These findings are based on an online survey of about 1,200 TV households in the U.S., and are part of an upcoming LRG study, Connected and 4K TVs 2020.

Other findings on changes in consumer behavior since the impact of the coronavirus include::

  • 62% of pay-TV premium subscribers, 62% of pay-TV DVR subs, and 59% of pay-TV on-Demand users agree (8-10) that they now spend more time watching TV per day
  • 43% of connected TV users agree (8-10) that they use connected TV devices more often, while 20% disagree (1-3)
  • 52% of connected TV users with annual household incomes >$75,000 agree (8-10) that they use connected TV devices more often – compared to 42% with household incomes of $30,000-$75,000, and 28% with household incomes <$30,000
  • 45% of connected TV users ages 18-54 agree (8-10) that they use connected TV devices more often – compared to 31% of ages 55+
  • 39% agree (8-10) that they are more satisfied with their streaming video services, while 18% disagree (1-3)
  • 33% agree (8-10) that they are more satisfied with their pay-TV service, while 16% disagree (1-3)
  • 36% agree (8-10) that they are more satisfied with their home Internet service, while 19% disagree (1-3)

“Reported increases in TV viewing since the coronavirus pandemic began are consistent across demographic categories, while perceived increases in connected TV usage are more prevalent in higher income households and among younger adults,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. “Usage growth has played a role in boosting consumers’ positive perceptions of their streaming video, pay-TV and broadband services.”