According to a new global survey conducted by London-based GlobalWebIndex, TV still rules as the No.1 channel for media consumption, taking up 23% of total media time on a global average. The U.S. audience tops the list of most daily TV time with an average of 4.33 hours per day.
However, the study also reveals a rising usurper likely to end TV’s reign. As over-the-air TV viewing continues to rise (now at nearly an hour of daily viewing on average in the US), OTT video service is growing popular, particularly among the young adults. It has reportedly taken up one-third of total TV time among 16- to 24-year-olds across the world. If the viewing preference of young people indicates future media viewing habits, the traditional TV industry will need to keep up.