A new TV viewing preferences study from MRI shows that despite the growing popularity of video consumption on mobile phones, nearly half (48%) of all television viewing time is done in groups. Additionally, 49% of all adults – and 60% in the 18-to-34 age group – said that they are “co-viewing” more often now than they did three years ago.According to the MRI research, 55% of solo viewers are men, while parents are more likely to be co-viewers. A little more than three-quarters (77%) of parental co-viewers have children under the age of 11 in the home, while just under one-quarter (23%) have children ages 12 to 17.
TV Viewing Preferences Study
More than half (58%) of co-viewing time is spent watching with a “significant other,” while children account for 19%; adult family members, 16%; and friends, 9%, according to the researchers.
The MRI research indicates that the preferred genres for watching with others change depending on who else is in the room. Movies place first or second in all four co-viewing situations, while comedy TV Shows consistently place in the top three, and sports programming scores the best when friends are the co-viewers.
The platform the individual is using to view video has little to do with these behaviors, according to MRI. Americans are equally likely co-view via traditional TV services (48% — cable, satellite, fiber optic service) and streaming services (52% — Netflix, Amazon Prime, etc.).
“The social nature of TV viewing continues to drive people to this enjoyable shared experience,” said Amy Hunt, MRI vice president of TVideo media sales, in a prepared statement. “A lot has been said recently about the introduction of dynamically inserted ads for shows; but this seems to be predicated on the idea of only one target watching. The increase of co-viewing suggests that more ad options will need to be available, to appeal to the widest possible audience range.”