Streaming is gradually creeping into primetime television

Linear television consumption currently represents 57 percent of Gen Y activity in U.S. primetime, up from 82 percent in 2008.

According to a GfK study on primetime trends in the US, the so-called Generation Y (aged 13 to 32) shows, compared to four years ago, 30% less interest in watching a television channel or “live” channel.

Linear television consumption now represents 57 percent of Gen Y primetime activity, up from 82 percent in 2008. Meanwhile, the proportion of young people who are watching recorded programs in this time period has almost doubled, from 15 percent to 28 percent, and another 12 percent are seeking streaming content on their connected TVs.

As for Generation Those who watch a television channel or channel “live” now represent 65 percent of the audience compared to 80 percent four years ago. Consumption of recorded content increased by 5 percent (from 21 to 26%), while streaming accounts for just 3 percent.

David Tice, senior vice president of media at GfK, has highlighted that "until now primetime used to be the time of day when television networks and advertisers could count on viewers behaving predictably, passively... consuming programs and messages from sponsors of four or five channels. The ability to take control of their programming choices and schedules has transformed primetime viewing."