ARF: 5%+ Of U.S. Homes Have No TV Set, ACR Data, vMVPDs Complicating Measurement 12/20/2022 - MediaPost Communications

• by Karlene Lukovitz  @KLmarketdaily, 10 minutes ago

The proportionality of U.S. households with nary television set is nary longer a rounding error: More than 5% present autumn into that category, according to the Fall 2022 variation of the Advertising Research Foundation’s (ARF) Universe Study of Device and Account Sharing (DASH) study. 

That’s not due to the fact that these households are disconnected the grid. Instead, 80% person broadband, and much than 50% ticker connected assorted non-TV-set devices, according to the nationally projectable syndicated study, utilized by media and measurement providers to estimation universes, close for biases and gaps successful large information sets, and delegate viewership, devices and accounts to households and individuals. 

The TV set-less inclination is being driven by young adults (18-34) successful one-person households, who are doubly arsenic apt arsenic older viewers not to ain a television. Reception mode follows suit: 50% of TV set-less households are digital-only/streaming, compared to conscionable 14% of households with TV sets.  

In addition,DASH information shows that broadband-only (BBO) grew from 25% successful summertime 2021 to 30% successful outpouring 2022 among TV-accessible households, including those without a TV set. The corresponding BBO penetration figures successful TV set households were 22% and 26%. Over the aforesaid period, wage TV households declined from 61% to 57%.  

The survey besides confirms that virtual multichannel video programming distributors (vMVPDs) are helping to capable the pay-TV gap.

BBO households tin get linear tv done vMVPDs specified arsenic YouTube TV and Hulu + Live, “so galore successful the manufacture privation the standing services to dainty vMVPDs arsenic conscionable different signifier of wage TV, similar cable, outer and fibre services,” enactment the researchers. “DASH information shows that adding vMVPDs would rise the pay-TV beingness to 67% and little BBO to 20% among each TV-accessible households. Some successful the manufacture correspond this 20% to beryllium the full BBO universe, portion others see households with vMVPDs successful BBO.”

Consumers’ usage of aggregate TV brands — oregon what ARF calls deficiency of TV marque loyalty — creates different measurement challenge.

“Many of the caller currencies usage Vizio [ACR] data, but projecting household viewing based connected usage of Vizio astute TVs volition not nutrient a implicit picture, arsenic 86% of households with 1 Vizio TV person different TVs from different brands,” points retired the analysis. “Even successful households with 2 Vizio TVs, different brands of TVs are contiguous successful 70% of cases. To marque matters worse, not each the TVs successful a smart-TV household are smart.”

Further complicating the metrics challenge, TV sets progressively are “unequal access,” points retired the report. 

Only 21% of pay-TV households person a set-top container connected each TV. The remainder person astatine slightest one TV that accesses a antithetic programming menu. For example, a 3rd of wage TV households person broadband connected to astatine slightest 1 TV, and 5% person an antenna connected astatine slightest 1 set. Nearly fractional of the pay-TV households with broadband (14% of 33%) person YouTube TV connected astatine slightest 1 television, which gives those households entree to 2 modes of linear viewing. 

The study besides includes performance information connected large subscription streaming services, with comparisons to past year’s results.

The household penetration levels of the large subscription streaming services held mostly level year-over-year, with the objection of Paramount+, which jumped up to 17% from 11%, driven by “Yellowstone.”

Disney+’s penetration edged up from 39% to 41% and HBO Max’s from 27% to 29%. But the marketplace leaders, Netflix and Amazon Prime Video, some saw declines: Netflix down to 66% from 69%, and Prime Video down from 58% to 56%.

Netflix and Disney+ stay the astir shared services among some friends (12% and 13%, respectively) and relatives (36% and 33%, respectively).

Fielded successful concern with the NORC polling steadfast astatine the University of Chicago, DASH is designed to service arsenic an manufacture modular for penetration and information calibration. It is supported by aggregate licensees, galore of them competitors. Pooling resources enables a survey that is higher successful prime and much wide acceptable than immoderate conducted individually, according to ARF. After launching successful 2021, DASH was renewed successful 2022 and established arsenic an yearly study. ARF says it plans to prosecute MRC accreditation for the study.