In 2023, TV consumption in the United States was highest among African Americans, who watched an average of **** hours of TV each day. While the viewing time dropped among white, Black, and Hispanic consumers, Asian Americans’ time spent grew from 2021 to 2022 to around *** hours per day. TV and streaming engagement among racial groups As of mid 2022, The U.S. population still spent most of their time watching TV and streaming content on traditional media, such as cable and broadcast. Roughly ** percent of their viewing time was allocated to streaming. It was also observed that Hispanics were more likely to use online video platforms than any other ethnic group, with a viewing time share of over ** percent. By contrast, using streaming services accounted for around ****third of the total viewing time among white and Asian consumers. Traditional TV vs. digital video The way consumers watch TV shows and movies has changed significantly. A forecast showed that traditional TV consumption among Americans will continue to steadily decline in the upcoming years. Meanwhile, with an increasing number of consumers adopting streaming and social videos, digital video soars, outpacing TV viewing time by the end of 2023.

This table contains 84 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (1 item: Canada), Viewer demographic characteristics (3 items: Total, all persons two years and older;Anglophones, two years and older;Francophones, two years and older), Signal source (7 items: Total, signal sources;Canadian conventional stations;Canadian pay television and specialty services;Videocassette recorder (VCR); ...), Content of programme (4 items: Total television programmes, Canadian, foreign and unknown origin;Canadian television programmes;Foreign television programmes;Unknown origin of television programmes)

A survey conducted in the United States in 2023 revealed that most CTV viewers were between the ages of 18 and 34 years, with nearly ********** of respondents using these devices on a daily basis. Meanwhile, ** percent of people aged over 55 years watched videos via connected TVs every day.

According to estimates, there were *** million TV homes in the United States for the 2023-2024 TV season. Whilst the number of TV households continues to grow, pay TV is becoming less popular – the pay TV penetration rate in the U.S. was pegged at ** percent in 2023, marking a drop of over ** percentage points in just five years. The changing TV landscape The trend of consumers (especially younger generations) cutting the cord and instead moving online to streaming services has meant that many pay TV providers have struggled to keep afloat. In spite of this, television statistics show that watching terrestrial TV is still a popular media activity among U.S. consumers. Television has been a popular pastime for so long that it seems impossible the medium could ever die out – but its traditional form is certainly changing. The advent of ** and smart TV technology, as well as connected TV devices, mean that the ways in which we watch television are changing all the time. User demographics A key factor when considering television consumption in the United States is how a consumer’s age affects their viewing habits and preferences. As of 2022, the average daily time spent watching TV among adults aged 75 years and older amounted to nearly **** hours. ** to **-year-olds spent just around *** hours per day consuming TV content. Moreover, the share of cable TV subscribers was higher among older adults, with half of consumers aged 65 years and older subscribing to a cable TV service, compared to ** percent of ** to **-year-olds at the beginning of 2023.

This table contains 156 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (13 items: Canada;Newfoundland and Labrador;Prince Edward Island;Nova Scotia; ...), Sex (2 items: Males;Females), Age group (6 items: 18 years and over;18 to 24 years;25 to 34 years;35 to 49 years; ...).

As of December 2024, TV reached around ** percent of Canadian adults every week. The weekly reach was the highest among 25-54-year-olds, with over ** percent.

As of June 2024, watching true-crime content on TV was most common among women and ** to ** year-olds, with ** and ** percent of respondents in the respective group consuming this kind of content on TV. In total, ** percent of adults watch true-crime content on television.

This table contains 39 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (13 items: Canada;Newfoundland and Labrador;Prince Edward Island;Nova Scotia; ...), Age group (3 items: Total population;Children 2 to 11 years;Teens 12 to 17 years)

This table contains 117 series, with data for years 1998 - 2004 (not all combinations necessarily have data for all years), and is no longer being released. This table contains data described by the following dimensions (Not all combinations are available): Geography (1 item: Canada), Viewer demographic characteristics (3 items: Total, all persons two years and older;Anglophones, two years and older;Francophones, two years and older), Content of programme (3 items: Total, all television programmes, Canadian and foreign;Canadian television programmes;Foreign television programmes), Type of programme (13 items: Total, all types of television programmes;News and public affairs;Documentary;Academic instruction; ...).

This graph illustrates data on the share of television viewers in the total population of Germany from 1988 to 2023. In 2023, it was found that almost 65 percent of Germans aged 14 years and older watched television, down from 67 percent the previous year.

The main reason given for watching reality TV by U.S. adults was that respondents liked the drama, with 28 percent of 18 to 29-year-olds citing this as the primary appeal of the genre. Other reasons for viewing reality television included it being ‘mindless’ or thought of as ‘good background noise’, and some survey participants agreed that reality TV helps them forget about real issues in their lives.

Attitudes to reality TV in the U.S.

Reality TV may make a lot of noise in the news and on social media, but a survey revealed that reality shows were the least popular in the U.S., with respondents preferring comedy, drama and even shows in the horror genre. It was also found that the majority of adults thought there were too many reality shows on air, which is unsurprising given the genre’s low favorability. However, quality of reality shows was considered to be an issue, with most adults saying that the reality TV genre has gotten worse in recent years.

Why does it matter who likes reality TV and who doesn’t?

On the whole, genre preferences are incredibly subjective, and even those who generally dislike reality TV often find themselves binge-watching shows like ‘RuPaul’s Drag Race’, ‘The Voice’ or ‘Big Brother’. However, demand for a genre is often reflected in the types of TV shows and movies available on streaming services. For companies like Netflix, demand and favorability of certain genres is a key factor to take into account when creating original content. Data shows that Netflix largely sidelined the reality genre in its original programming, instead focusing heavily on comedy which has long been one of the most favorable genres among U.S. audiences.

Interactive TV Market Outlook 2032

The global interactive TV market size was USD 19.38 Billion in 2023 and is projected to reach USD 39.76 Billion by 2032, expanding at a CAGR of 9.5% during 2024–2032. The market growth is attributed to the rising demand for high-quality content across the globe.



Increasing demand for high-quality content is a significant driver of the interactive TV market. The rapid pace of technological advancement has led to a surge in viewer expectations, with a growing demand for outstanding audio and video quality in television content. This demand pushes broadcasters and content creators to invest in high-definition and ultra-high-definition technologies to deliver crisp, clear, and immersive content. Furthermore, high-quality content leads to increased viewer engagement and satisfaction, which in turn results in higher viewer retention rates. This demand drives the adoption of advanced technologies and encourages innovation in content creation, thereby propelling the interactive TV market.

Impact of Artificial Intelligence (AI) in Interactive TV Market

Artificial Intelligence has a significant impact on interactive TV market. AI algorithms analyze viewer behavior, preferences, and viewing patterns to offer tailored content recommendations, thereby enhancing user engagement and satisfaction. Additionally, AI-driven analytics provide valuable insights into audience demographics and behavior, enabling broadcasters and advertisers to target their content and advertisements effectively. This targeted approach boosts viewer engagement and optimizes advertising revenue.



AI technology has facilitated the development of voice-activated TV controls and chatbots, offering viewers an interactive and convenient way to navigate content. AI's ability to process and analyze large volumes of data aids in content management, streamlining the process of categorizing, tagging, and organizing content. AI has improved the viewer experience and provided broadcasters and advertisers with powerful tools to optimize their content and advertising strategies.

When it comes to share of Americans who watched talk shows online or on TV, 16 percent of 18 - 29 year olds do so in the U.S. This is according to exclusive insights from the Consumer Insights Global survey which shows that 21 percent of 30 - 49 year old consumers also fall into this category.Statista Consumer Insights offer you all results of our exclusive Statista surveys, based on more than 2,000,000 interviews.

The greatest group of individuals watching television in Italy in 2023 was aged between 45 and 54 years, with 8.18 million viewers. On the contrary, people aged between 18 and 19 years represented the smallest group, with around 910 thousand.

According to the most recent data, U.S. viewers aged 15 years and older spent on average almost ***** hours watching TV per day in 2023. Adults aged 65 and above spent the most time watching television at over **** hours, whilst 15 to 19-year-olds watched TV for less than *** hours each day. The dynamic TV landscape The way people consume video entertainment platforms has significantly changed in the past decade, with a forecast suggesting that the time spent watching traditional TV in the U.S. will probably decline in the years ahead, while digital video will gain in popularity. Younger age groups in particular tend to cut the cord and subscribe to video streaming services, such as Netflix, Hulu, and Amazon Prime Video. TV advertising in a transition period Similarly, the TV advertising market made a development away from traditional linear TV towards online media. While the ad spending on traditional TV in the U.S. generally increased until the end of the 2010s, this value is projected to decline to below ** billion U.S. dollars in the next few years. By contrast, investments in connected TV advertising are expected to steadily grow, despite the amount being just over half of the traditional TV ad spend by 2025.

According to data gathered in late 2024, ** percent of adults aged 65 years or over watched news on TV at least sometimes, more than double the share of adults under ** who did the same. Older news consumers were more likely to turn to print and TV than their younger counterparts, although also increased their news consumption via podcasts.

This statistic displays the share of viewers of 'Black-ish' on ABC in the United States from September 2017 to May 2018, by ethnicity. According to the source, 58 percent of the viewers of the ABC comedy-drama in 2017/2018 were white.

“NFL Sunday Night Football” was the most watched TV show in the United States in the 2023/2024 season, with roughly **** million viewers. “NFL Monday Night Football” ranked second with approximately ** million viewers. NFL sports broadcasts score high with viewers Football matches and other live sports events have always attracted impressive audiences in the United States, and this popularity also extends to their television broadcasts. In 2023, the Super Bowl LVII was the top primetime telecast in the U.S., drawing nearly *** million viewers to their screens. Furthermore, none of the 10 most successful primetime programs were not football-related, explaining why 30-second advertising slots during the Super Bowl cost an average of ***** million U.S. dollars. Most popular TV networks NBC was the leading ad-supported television network in the United States, with an average viewership of around **** million viewers in 2023. One of its most popular shows during the 2023/2024 season included “Chicago Fire,” a drama that has been on the air for many years. The only other network to surpass **** million viewers in 2023 was CBS, which aired “NCIS” as one of its most successful fictional series.

In 2023, the average time spent per individual watching broadcast television in the UK amounted to 158 minutes per day. Despite an initial short spike in viewing time in 2020, likely due to the onset of the global coronavirus pandemic, broadcast TV consumption declined each year since 2010. Older audiences tended to consume traditional TV more than their younger counterparts, with people aged 65 years and over watching TV more than five hours on a daily basis, compared to less than an hour among 16 to-24-year-olds. Internet-connected devices transform the TV market The television continues to be crucial to the UK’s media landscape, regardless of declining TV viewing time. The most recent data showed that the number of TV households in the region increased from 26.7 million in 2017 to more than 27 million in 2021, as smart TVs and connected TVs become the devices of choice. In 2022, the penetration rate of smart TV sets peaked in 2021 and 2022 at 67 percent. Alteration of consumer habits While traditional TV consumption has declined lately, online TV services provided by broadcasters have increased in popularity. The average daily viewing time of broadcaster video-on-demand (BVOD) in the UK doubled between 2018 and 2022. Additionally, online audiovisual revenues grew by nearly four billion British pounds during the same period, demonstrating the recent shift from linear TV towards online video alternatives.

The data shows that in 2022 in the Netherlands, 26.1 percent of Dutch individuals aged between 13 and 19 years old watched at least one minute of television a day. In comparison, the daily audience reach of people aged 65 years and older amounted to over 85 percent.