Streaming video services, now used by more than 42 percent of American households, are heavily changing media consumption habits across generations, according to the ninth edition of the Deloitte Digital Democracy Survey. The study reveals that streaming content has overtaken live programming as the viewing method-of-choice, with 56 percent of consumers now streaming movies and 53 percent streaming television on a monthly basis, as compared to 45 percent of consumers preferring to watch television programs live. Moreover, younger viewers have moved to watching TV shows on mobile devices rather than on television. Among Trailing Millennials (age 14-25), nearly 60 percent of time spent watching movies occurs on computers, tablets and smartphones, making movie viewing habits decidedly age-dependent.
The report also finds that the trend of binge-watching – viewing three or more program episodes at one sitting – is prevalent with 68 percent of consumers doing so today. In fact, 31 percent of Americans who binge-watch, do so at least once a week, led by Trailing Millennials, who binge watch more frequently than any other generation at 42 percent.
"Personal viewing experiences and the ability to consume media at your own pace is significantly impacting how U.S. consumers value their content devices and services,” said Gerald Belson, vice chairman, Deloitte LLP and U.S. Media & Entertainment sector leader.