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.   


The Daily


Broadband sees Semiconductor Shortage

NCTA , CTIA , USTelecom and ACA Connects teamed up on a letter to President Joe Biden asking the White House to include broadband providers in measures to address the ongoing shortage of semiconductor chips

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up



Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact for more information.