Study: Super Bowl Streaming Viewership To Increase 160% from Last Year
Jan 18 2019
Plus: 61% of Americans Would Give up Cable Television and Never Look Back
—Adtaxi Unveils New Data on Super Bowl Viewership and Streaming Trends—
DENVER (January 16, 2019)—Adtaxi—one of the nation’s fastest-growing digital marketing agencies—today announced the 2019 results of its annual Super Bowl Viewership and Consumer Streaming Trends Survey. According to the new data, substantially more viewers will tune in to Super Bowl LIII via streaming services this year (21%) compared to last year (8.1%), marking a staggering 160% leap.
“As new streaming services and content options emerge left and right, consumers are increasingly finding that their television needs can be met entirely through digital platforms—including watching live sports,” said Chris Loretto, EVP of Adtaxi. “Based on the exponential shift in our data, we may well see a day when Super Bowl streaming overtakes traditional TV viewership completely.”
Among Adtaxi’s additional Super Bowl findings:
· Secondary Media: 68% of viewers will simultaneously use another media platform to engage with Super Bowl-related content while watching. Most of them (78%) will use social media, while 30% will use group chats, 28% will visit sports websites and 15% will turn to online forums.
· Anticipated Elements: 53% of viewers are most looking forward to the game itself, while 27% are looking forward to the commercials; 20% are most eager to watch the halftime show.
Adtaxi also examined consumer streaming habits more broadly, revealing the following:
· Cutting the Cord: 61% of Americans would not miss cable television if forced to give it up forever. In addition, 64% of cable subscribers have plans, at some point, to cancel their subscription in favor of streaming content digitally; 41% say they will do so within the next year
· Reasons to Stream: 60% of those moving away from traditional cable in favor of streaming say their reason is to save money. Meanwhile, 43% want to watch on their own schedule, 43% like the option of binge watching, 36% want to avoid traditional TV commercials, and 27% prefer the content options on streaming platforms
· Platform Popularity: Netflix is the most popular streaming platform (76%), followed by Amazon Prime Video (58%), Hulu (41%), YouTube TV (25%) and HBO Now (16%)
· Device Popularity: Smartphones/mobile devices are the most popular way to stream (68%), followed by streaming devices connected to the TV, such as the Roku (60%), laptops (48%) and tablets/iPads (36%)
“With Connected TV on the rise, offering unparalleled audience visibility and targeting options across devices, now is the time for advertisers to adapt their strategy for the digital age—or risk falling behind,” Loretto said.
The study was conducted online using Survey Monkey. One thousand participants were polled, spanning across the United States. The demographics of those polled represented a broad range of household income, geographic location, age, and gender.