Nearly 20% of consumers subscribe to both a traditional and virtual MVPD service, according to a new Horowitz Research study.

Horowitz’s State of Viewing and Streaming reported that 15% of viewers defined by the research firm as “Mega-Omnivores” view content through traditional live television, DVR, on demand, streaming and live streaming, and are more likely to get that content through both a traditional cable subscription and digital services such as DirecTV Now, YouTube TV and Sling TV. On a weekly basis, this group — younger, male-skewing, high income — streams 54% of the time, according to the report.

The online survey of more than 1,600 viewers also reported that traditional television viewers remain the biggest group, with 35% of “5 O’Clock Diners” watching live TV through traditional multichannel video programming distributors or antennas. These viewers tend to be older, have less income and are less likely to have children in the home, said Horowitz.

“Omnivores” — viewers who only subscribe to an MVPD but occasionally stream content through services such as Netflix and Hulu — comprise 30% of TV content viewers.

“With more options than ever for accessing on-demand and live TV content, consumers have the freedom to build a customized viewing experience based on what they want to watch and how they want to watch it,” said Adriana Waterston, Horowitz senior vice president of insights and strategy.

Among the study’s other findings, 12% of TV content viewers (Content Paleos) stream all of their content, but don’t subscribe to a vMVPD; 6% (Flexitarian Lites) stream most of their content but have an antenna to watch live TV; and 3% (Flexitarians) stream all of their content and also subscribe to a vMVPD.

Thanks to increased multitasking, American are now consuming media for more than 12 hours per day, with nearly half that time spent on digital platforms, according an eMarketer report published Oct. 9.

“U.S. Time Spent With Media: eMarketer’s Updated Estimates for 2017” calculates that U.S. adults will spend 12 hours and 1 minute daily with major media this year, with TV viewing accounting for only 3 hours 58 minutes of the total. The total media time per person (over age 18) in 2017 is two minutes per day higher than in 2016 and 24 minutes more than in 2012, according to the study.

The growing use of mobile devices represents more than one-quarter of total media time, according to the research group, which observed that "people have become more efficient at multitasking."

Related: Study: 85% of Internet Users Surf While Watching TV

eMarketer's methodology tallies the minutes of use, no matter whether a person is focused on one platform or is simultaneously using multiple devices. Its analysis concluded that "total media consumption time continues to grow, even as the number of hours in a day remains the same."

In the "digital" category, American spend 3 hours 17 minutes on mobile devices (not including voice conversations); two hours, 3 minutes on desktops and laptops; and 31 minutes on "other connected devices," such as tablets, eMarketer found.

"Multitasking via mobile is primarily responsible for the overall increase in time spent with media," the report said. "Consumers are spending more of their time on mobile devices conducting attention-heavy activities like video viewing and mobile gaming, but also with less visual activities like audio listening that enable continuous media intake."

Radio attracts 1 hour, 26 minutes of Americans' daily attention, and print media gets 24 minutes, according to the study.

"The amount of attention that an individual can provide to media has its limits, though, and growth is slowing," eMarketer's report continued. "Time spent with mobile non-voice will rise by 12 minutes in 2017, and will be offset by declines in time spent with desktops/laptops, print, radio and — most of all — TV."

Although eMarketer expects that "TV will remain the most time-consuming traditional medium" for adults, it points out that the 3 hour, 58 minutes daily dose of all TV now is down seven minutes from last year, and is significantly lower that eMarketer's previously published forecast of 4 hours, 19 minutes per day.

Nielsen’s new cross-platform video analysis finds daily TV viewing is off slightly but online video viewing is surging, so that overall time spent with media content has risen.

The Q2 2014 Cross-Platform Report out today finds that daily time watching traditional live television is still more than four and a half hours per day, which is down a bit from a year ago, depending on whether the age range is 18-34 (2%), 35-49 (1%) or 50-64 (2%).

Digital video consumption daily though is up among the 18-34 group by 53%, to 35 minutes; among the 35-49 group by 80%, to 26 minutes, and even up 60%, to 19 minutes, among those ages 50-64. “It’s not just a young versus ‘older’ story,” Dounia Turrill, SVP Insights at Nielsen, said in an introduction to the report.

“Today, content is delivered and consumed through competing deliver platforms, networks and screens,” Turrill said in the report. “Never before have we seen this level of fragmentation and yet, the sum total of media consumed is growing. In fact, year over year among the younger 18-34 demo media consumption has grown 4% overall, 2% among Hispanics, 8% among blacks and 10% among Asians.”

Smartphone use is really surging. The devices have a 72% penetration in the United States, and tablets are up to 39% now, Nielsen said.

UPDATE: Nielsen has posted the full report at this link. (This story has been amended to correct the link.)