Top DMAs’ Smart TV Penetration Rates in Q1 2017

September 21, 2017

Smart TV penetration now exceeds one-third of TV households in some key DMAs, details Nielsen in its latest Local Watch report [download page]. Seattle leads the list of the top 25 DMAs, with 37% penetration as of February, followed closely by Los Angeles (36%) and Dallas (35%).

The data excludes broadband-only homes, which are estimated to account for roughly 1 in 8 US homes.

Smart TV penetration in TV households has grown year-over-year in each of the top 25 DMAs, as Washington, DC was the only DMA in February of 2016 to exceed 30% penetration (31%).

SVOD Penetration Also on the Rise

Not surprisingly, more TV homes are joining subscription video-on-demand (SVOD) services. Seattle again leads in this area, with an impressive 68% of TV homes having an SVOD service. Boston (66%) is next, followed by Washington, DC (65%).

Cleveland (48%) is the only DMA among the top 25 in which SVOD does not have majority penetration among TV homes.

As with smart TVs, SVOD penetration also increased year-over-year in each of the top 25 DMAs.

People in Pittsburgh Watch the Most Traditional TV

Nielsen’s report also examines the top 25 DMAs in terms of average daily time spent by 25-54-year-olds with a variety of screens and devices.

Looking only at traditional TV – in this case live TV and time-shifted TV – the results indicate that 25-54-year-olds in these DMAs watch the most:

  • Pittsburgh: 5 hours and 20 minutes per day;
  • Detroit: 5 hours and 14 minutes;
  • Charlotte: 5 hours and 5 minutes;
  • Cleveland: 5 hours; and
  • Philadelphia: 4 hours and 56 minutes.

These are also the top 5 DMAs (though not necessarily in that order) when factoring in time spent with DVD/Blu-Ray players, Game Consoles and Multimedia Devices.

On the other end of the spectrum, 25-54-year-olds in San Francisco spend the least time with traditional TV, at about 3-and-a-quarter hours per day.

Looking at year-over-year trends, the report indicates that live TV time increased year-over-year among 25-54-year-olds in only 3 markets:

  • Charlotte: +7 minutes to 4:15 per day;
  • Los Angeles: +13 minutes to 3:06 per day; and
  • Washington, DC: +3 minutes to 3:39 per day.

Of note, however, is that live TV viewing time increased slightly for Hispanic 25-54-year-olds in Los Angeles, New York, and San Francisco, and among Black 25-54-year-olds in Chicago, Los Angeles and Washington, DC.

The full report can be downloaded here.

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