The Changing TV Experience: 2017

Kristina Sruoginis, Maggie Zhang and Rhiannon Shane

Discusses what has changed since the 2015 IAB Changing TV Experience study, which looks at the behavioral shift of consumers' TV viewing experience on the big screen.
  • The study includes tracking of device ownership, video viewing trends by screen, and the content and advertising experience and consumer engagement during digital video streaming in comparison to traditional linear TV viewing.
  • The study found that streaming-enabled TV ownership, including both smart TVs and video streaming devices, has reached 56% of US online adults in 2017, whilst regular TV ownership dropped from 92% to 85%.
  • Linear TV viewers indicate a net -9% momentum compared to a year ago, with less than half (46%) of the time watching TV spent on linear programming.
  • It also indicated that digital...

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