January 1, 2016

Decoding the default

Today, the average viewer uses pay TV in conjunction with multiple online sources.  The most important question is no longer which platforms are viewers using, but which are they using *first* and *most often*.

The third wave of “Decoding the Default” covers…

  • Which TV sources consumers are using
  • How their total TV time is allocated across them
  • Which sources are emerging as TV *defaults*—the first thing viewers turn on when they want to watch
  • The factors that lead consumers to choose one source as their default over another

The study is conducted among 1,217 U.S. consumers age 16-74, with broadband access at home and who watch a minimum of 5 hours of TV per week.

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