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.