US antenna penetration grows 38% 12 months over 12 months | information
Although streaming has been booming in recent years and accelerated rapidly by the Covid-19 pandemic, the potentially disruptive role of wireless access to and viewing of TV content (OTA) has been a bit reticent, and the current sector is just as fast growing, according to a study by Horowitz Research.
According to the study on the status of the OTA 2020, two-fifths of US television viewers over the age of 18 state that they own an OTA antenna, compared to 29% compared to the same period last year. Nielsen estimates that there will be 121 million television households for the 2020-2021 television season. According to Horowitz, this means approximately 48.4 million households with an antenna. Demographically, the data show a sharp increase in antenna penetration in black households (27% to 39% year-on-year), in white non-Hispanic households (25% to 43%) and especially in 18-34 year olds. Old (20% to 42%), an increase of 110% over the previous year.
OTA viewers are for the most part not OTA viewers: OTA viewers often combine their antenna use with MVPDs and / or streaming services. According to a survey of antenna users, they spend 6.4 hours a day watching TV and an average of a third of their airtime on wireless content. 82% of antenna users are also streamers and 59% also subscribe to an MVPD.
In urban markets, 53% of TV viewers aged 18 and over (47%) currently own or intend to purchase an antenna, compared with 41% in suburban markets and 38% in rural markets. Additionally, three quarters (74%) of antenna users living in urban areas give positive ratings for their overall antenna experience, while user satisfaction levels in rural areas of the country drop to 61%.
Horowitz anticipates OTA’s growth will continue as Next Gen TV (ATSC 3.0) brings advanced features to the OTA space. The study found that 5% of TV content viewers 18 and over in the Horowitz survey report say they are already planning to get an antenna in the next year, and another 9% say they “very likely” would get one After being given a description, details of traditional and advanced features such as local channels, small, thin indoor / outdoor design, and HD and DVR functions.
The survey data showed that the growth and impact of OTA and its place in the mix of MVPD and streaming content and the accompanying rollout of next-gen TV is likely to vary geographically in the future, in parallel with the different growth in cable TV rural, suburban and urban markets.
“We have long known that one of the biggest drivers of maintaining traditional cable and satellite television service was staying connected to live and local television content such as local news and sporting events,” said Stephanie Wong, director of insights and Strategy at Horowitz comments on the study on the status of OTA 2020.
“With the ever-increasing mix of on-demand and linear streaming services, antennas can meet the needs of live and local TV content at minimal cost. In markets where all major broadcast networks can be received – mostly in cities – traditional operators need to pay close attention to the growth and impact of antennas, especially as new features introduced with Next Gen TV move antennas from the past to the past transform the latest TV technology. “