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Streaming Enabled TV used by 56% of adults – IAB Study

In the last two years, number of people with an internet connected TV and the amount of time spent watching streamed programming has gone up. Interactive Advertising Bureau (IAB)’s findings reveal that the U.S has passed the halfway point.

A study conducted by IAB “The Changing TV Experience: 2017” reveals that 56% of U.S adults who go online, now own a television capable of streaming online video. The statistics also include TVs that can self stream or that use a set-top box or stick which is a 56% increase over 2015.

46% of those that own a streaming-enabled TV stream online video daily. In 2017, American adults who own a regular TV came down from 92% (two years ago) to 85%. Additionally, a rise from 24% two years ago, 42% own a connected TV and 34% own a video streaming device, an increase from 23% two years ago. A further breakdown by IAB of viewing time of Americans unveils that they spend 20% viewing time on streamed video and 46% on linear programming.

The survey indicates that streamers multitask less often as opposed to smartphone users that multitask often. 81% of the time, multitasking is done during linear viewing and 72% of the time during streaming. These stats indicate that watching streaming video is more engaging for the viewers than watching linear TV.

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