According to the latest edition of Nielsen’s Local Watch Report, titled “TV Streaming Across Our Cities,” Austin is the top streaming market in terms of reach, with 70 percent of the adults there having streamed content in May. Adults in Cleveland spent the most time streaming, spending two hours and 29 minutes per day with their eyes on a connected devices.
On the other hand, Pittsburgh turned out to be the lowest market reached, with only 45 percent of adults streaming their programming. This may not come as a surprise as two of Pittsburgh’s three pro-sports teams— Pittsburgh Penguins and Pittsburgh Pirates —are not streamable because [AT&T SportsNet Pittsburgh] is not available on any live streaming service.
The report also found that 56 percent (134.2 million) of U.S. adults streamed non-linear video to their TV set through an internet-connected device or smart television. The number is up from 48 percent last year and 40 percent in 2017.
The Local Watch Report stated that the average adult now spends 11 days streaming each month (up from nine days in 2017) and they’re spending more minutes per viewing session. People are spending two hours and four minutes streaming per day, up from 1:56 last year and 1:52 in 2017.
Nielsen also found that streamers are younger, have children and are likely to be college graduates who are employed and earn a higher income than non-streamers.