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Connected TV Usage from an Age Group Perspective

  • October 11, 2021
  • Stats & Trends

Connected TV Usage from an Age Group Perspective

Jeff Easley
Among all ages 18-34, 54% watch TV via a connected device daily, compared to 43% of ages 35-54 and 22% of ages 55+. While this stat confirms traditionally held beliefs on the 18-34 demographic it fails to address the continued, post-pandemic, increase in CTV viewership of those 35+.

In Q4 2020 35-49-year-olds watched 2 hours and 43 minutes of TV per day, which is more than double the time spent by the younger 18-34 demographic. The 65+ demographic watched 6 hours and 39 minutes of TV per day over that same period. Americans (ages 55+), who tend to be slower to adopt new technology, matched 18-34-year-olds in constituting 26% of the total time spent streaming, up from 19%. Those who still consider the only way to reach the 45+ demographic to be linear TV are increasingly becoming disconnected from the true reality.

Source: eMarketer, September 2021
Note: individuals who use the internet through a connected TV at least once per month
Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.
Source: eMarketer, September 2021
Note: individuals who use the internet through a connected TV at least once per month
Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.

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