No one should be shocked that time-shifted viewing is on the rise, increasing more than 18% YOY in 2Q, according to Nielsen. Or that 25-34s and 35-49s led all other demos in the action. But it’s hard to believe that the 65+ demo watched more non-live TV than 12-17s did in the Q, although by just 1 sec more per month. And when you attack the data in a different way, it shakes out with greater intuitiveness. Of the 65+ cohort’s overall avg monthly TV viewership in the Q (traditional+time-shifted), just 2.9% was done on a time-shifted basis, versus 5.4% for 12-17s. Also interesting is the gender breakdown of the total TV audience. Females accounted for 52% of the avg monthly viewership, with women 50+ watching far more than their male counterparts and females 2-17 watching less than males 2-17. Distilling TV viewership by ethnicity, African-Americans watched the most monthly TV in 2Q and whites watched the most time-shifted viewing. See data from Nielsen below.   

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