The decline in traditional TV viewing is accelerating as more viewers use streaming services, time shifting and digital devices to watch video, Nielsen says.
Nielsen has renamed its quarterly Cross Platform Report as a Total Audience Report, designed to capture changing viewer behavior.
In the third quarter, live TV consumption dropped to four hours and 32 minutes per day from four hours and 44 minutes a year ago, the report said, and watching time shifted rose to 30 minutes per day from 28 minutes.
At the same time, time spent using a smart phone jumped to one hour and 33 minutes from one hour and 10 minutes and the amount of time spent on a computer using the Internet rose to 1 hour and six minutes from one hour.
Jon Lafayette reports more of this story at broadcastingcable.com.
