The basic underlying results on aggregate viewing are that live TV viewing (watching broadcasts in real time) is slightly down, while watching time-shifted programming is slightly up, and using TVs for something other than traditional TV programming (i.e, watching movies on discs or playing games using the TV set as the display screen) was more or less steady. In total, U.S. viewers watch an average of almost 35 hours a week of TV content, 5 hours using the Internet, and a bit over an hour and a half using their game consoles, and about an hour and a half watching content from DVD (and Blu-Ray) players. In addition, the percentage of U.S. homes with TV sets fell to 96%.
Even so, consumer video use and interaction by screen and device varies greatly by life-stage and lifestyle, by age, gender, and by ethnicity. No longer does one size fit all, and trends continue to emerge.So how were these results spun? Ad Age led their coverage with the headline "Live Viewing Still Overwhelmingly Dominates TV"; for online news site MediaDailyNews, it was "Time-Shifted Viewing Up, Live Viewing Dips"; the Fox Business site headlined "Nielsen: Fewer Watch Traditional Cable, But They Still Own TVs"; Radio - TV Business Report headlined "Nielsen could re-define U.S. TV households," suggesting that the definition be expanded to those homes where TV programming is accessed through devices other than TV sets. All spinning to their target audience.
Personally, I'd go with Nielsen's lead -
"IT’S CHOICE! US Consumer Appetite for Video Continues to Grow."
Sources - Live Viewing Still Overwhelmingly Dominates TV, Ad Age
Time-Shifted Viewing Up, Live Viewing Dips. MediaDailyNews
Nielsen's State of the Media: The Cross-Platform Report, Q1, 2012
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