comScore collected the data in December of last year.
The company notes that despite the growing use of video on demand services, live TV still dominates, accounting for 84% of all viewing against 14.9% time-shifted TV and just 1.1% video on demand. However, this is very much driven by demographics: Millennials and Gen X spend more time watching digital media than live TV.
It was reported over the weekend that Apple hasn’t entirely abandoned its plans to sell a streaming TV bundle, but is currently focusing on a ‘premium TV bundle‘ comprising HBO, Showtime, and Starz.
But TV is itself declining in importance as people use other devices to stream video content. Smartphone usage has doubled since 2013, with tablet usage also up 26%. This has been in part driven by the fact that nearly one in eight U.S. Internet users are now mobile-only, with 18-24yo women the key demographic here, at 22%.
On desktops, Safari retained its market share of 10% across the second half of last year, while Internet Explorer and Firefox saw their share fall. Google Chrome is the clear market leader at 51% of the desktop browser market, up from 48% across the six-month period, while Edge is gaining on Safari, up from 6% to 8%.
