Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.

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The U.S. Total Video Report
The U.S.
REPORT
Total Video™

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Introduction

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The U.S. Total Video Report
To say the TV viewing landscape has changed over the years would be
an understatement. Advancements in viewing technology and increased
competition for eyeballs have resulted in a more fragmented environment,
increasing the complexity in media buying and selling for a medium that
generates billions of dollars in ad revenue per year. Whereas in the past
viewers could only watch TV from their television sets, now they can watch
from an array of devices including their computers, smartphones and tablets –
each with their own purpose and distinct advantages. Also in the past, options
for TV content were limited exclusively to what was on broadcast television or
cable. Since the digital age, however, and especially in most recent years, there
are a growing number of content options available, such as satellite, video-on-
demand (VOD), and digital subscription services like Netflix and Hulu Plus.
Given the plethora of options for TV viewing today, consumption habits are
not only changing but appear to be changing at an accelerating rate. Certain
segments of the viewing population are leading this shift, with the most notable
group being Millennials. This generation wants to watch what they want, when
they want and where they want, and their tech-savviness and willingness to
explore their options is driving massive change. As time goes on, the behaviors
of Millennials and other tech-forward segments will inevitably become more
mainstream and the TV viewing audience as we know it today will look
drastically different.
To accurately account for these fragmented audiences, it’s clear that true
cross-media measurement is required. If dollars are to be transacted according
to reach and frequency, advertisers and media companies need unduplicated
audience metrics that address TV and video viewing behavior across all
platforms – an approach that comScore calls Total Video.
In The U.S. Total Video report, we asked more than 1,000 Americans about
their TV viewing habits to provide context for the shifts in their consumption
habits and better understand viewing audiences. The results show in very
stark terms that not only has behavior already changed considerably, but if we
examine the behavior of Millennials and other key viewer segments it’s clear this
is just the beginning…

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Methodology
This report was based on survey data collected from an online
questionnaire completed by 1,159 respondents during the period
of August 21 through August 28, 2014. The survey included
questions about the respondents’ TV viewing behaviors, along
with questions about their demographic attributes (e.g. gender,
age, income, etc.).
Note that the survey is based on a population of internet users,
which may not be entirely reflective of the broader population. As
a result, overall incidence of certain digital TV viewing behaviors
may overstate that of the entire population.

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The U.S. Total Video Report
Glossary
Internet-connected TV device. A device which enables a television set to
connect to the internet, and allows you to stream content directly on your TV.
Examples include Apple TV, Roku, Google Chromecast, smart TVs, etc.
Laptop or desktop (PC/Mac). A standard notebook, laptop or desktop
computer running a full operating system such as Windows or Mac OS (this
includes netbooks as well).
Non-paid digital video subscriber. Someone who does not subscribe
to paid digital video services such as Netflix, Hulu Plus and Amazon Prime
Instant Video.
Non-pay TV subscriber. Someone who does not subscribe to pay TV
services such as Comcast, Dish Network, DIRECTV, etc.
Original TV series. A scripted TV show such as Heroes, The Office, CSI or
House, and does not include reality or non-scripted shows like America’s Next
Top Model, or Mythbusters.
Paid digital video service. A paid subscription service that is not your
cable provider, and which allows you to stream digital video content, including
television shows. Some examples are Netflix, Hulu Plus and Amazon Prime
Instant Video.
Paid digital video subscriber. Someone who subscribes to paid digital
video services such as Netflix, Hulu Plus and Amazon Prime Instant Video.
Pay TV. A paid TV service such as Comcast, Cablevision or some other cable
TV provider, Dish Network, DIRECTV, Verizon FIOS or AT&T U-verse.
Smartphone. A device that lets you make telephone calls, but also adds
features that you might find on a personal digital assistant or a computer
such as the ability to send and receive email and edit Office documents. The
iPhone, Android and Blackberry devices are examples of smartphones.
Tablet. A touchscreen, tablet device with Internet access via a WiFi modem
or wireless mobile broadband. Brands include Apple iPad, Motorola XOOM,
etc. Please note that this category excludes standard laptop computers and
netbooks.
Video-on-demand (VOD). A service that allows people to watch content on
demand. VOD is typically accessed through your television provider.

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• Millennials (i.e. 18-34 year-olds) spend one-third of their original TV series
consumption time watching on digital platforms, with computers driving the
majority of that activity. Generally speaking, the older the viewer the greater
percentage of time spent watching on “traditional” TV sets.
• About 1 out of 6 Millennials said they did not watch any original TV series
from traditional TV sets within the past 30 days, a significant trend highlighting
the potential for linear TV viewing to erode over time. Since this age group is
considerably less likely to watch TV via a TV set, it is not surprising to see that
their incidence of viewing this content on computers (44 percent), tablets (49
percent) and smartphones (31 percent) is considerable and substantially higher
than older age segments.
• Millennials are also significantly more likely to watch TV from an internet-
connected TV device (e.g. Roku, Apple TV, Google Chromecast) as well as via a
gaming console (e.g. Xbox, PlayStation, etc.) or Blu-Ray Player, suggesting that
when they do watch original series content on a traditional TV set they often do
so through a digital connection and content streaming.
1 TV Viewing Platforms
TV Viewing Platform Share of Time
Tablet
Smartphone
Desktop/Laptop Computer
Traditional TV
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
6%
6%
19%
66%
3%
2%
10%
84%
2%
1%
6%
90%
Age 18-34 Age 35-54 Age 55+
What percent of the time do you use the following
platforms to watch original TV series?
Source: comScore

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The U.S. Total Video Report
TV Viewing Platform Incidence
TV Video Streaming Devices by Age
Age 18-34
Age 35-54
Age 55+
Age 18-34
Age 35-54
Age 55+
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
35%
30%
25%
20%
15%
10%
5%
0%
44%
49%
31%
92%
28% 29%
14%
96%
17% 18%
5%
Traditional TV Desktop/Laptop Tablet Smartphone
Computer
Internet-Connected TV Device Gaming Console or Blu-Ray Player
32%
25%
18%
11%
10%
2%
Within the past month, on which screens have you
watched original TV series?
Within the past month, have you used any of the
following to view original TV series content?
83%
Source: comScore
Source: comScore

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• More than half of viewers cite schedule flexibility and convenience as the main
reasons for watching TV content on the internet. These edged out all other
reasons, including the ability to skip commercials, the ability to binge watch and
the lower cost for consumers.
• When segmented by age, the reasons for watching TV shows on the internet
begin to fragment. A significant portion of older viewers might only tune in online
after they missed an episode on regular TV, while their younger counterparts are
more likely to proactively seek out shows on the internet for other reasons, such
as saving money or watching fewer ads than on traditional television.
• Younger generations are more likely to watch an original series online, with
45 percent of them watching via the internet, including 13 percent doing so
exclusively. By comparison, just 17 percent of people age 55+ watch at least
some original TV series content online.
Online TV Viewing
56%
35%
18%
52%
33%
18%
38%
29%
13%
2
Online TV Viewing Drivers
What are the main reasons why you watch original TV
on the internet?
Prefer to watch on own schedule
It’s more convenient
I can skip commercials
Prefer to watch multiple episodes all at once
There are fewer commercials
Less expensive than cable and other pay TV services
Someone in HH watches another show at same time
At work/commuting when show starts
I travel a lot
Source: comScore

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The U.S. Total Video Report
How do you typically watch original TV series?
Online TV Viewing Drivers by Age
Traditional TV vs. Online TV Viewing by Age
Please indicate the top reason why you like to watch
original TV shows on the internet.
30%
25%
20%
15%
10%
5%
0%
Missed episode on TV Less expensive than cable Fewer ads
and other pay TV services
16%
12% 13%
22%
8% 7%
29%
32%
24%
15%
13% 5% 2%
55%
70%
83%
5%
1%
Age 18-34
Age 35-54
Age 55+
Internet Only
Both Traditional TV
and the Internet
Traditional TV Only
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Age 18-34 Age 35-54 Age 55+
Source: comScore
Source: comScore

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• Younger viewers are more likely to shift their TV viewing time and watch a show
after it appears live. 46 percent of Millennials’ viewing is typically watched in a
time-shifted manner compared to just 35 percent for 35-54 year-olds and 30
percent for those older than the age of 55. But age isn’t the only indicator of
viewing habits, as 45 percent of those who subscribe to a paid digital video
service such as Netflix, Hulu Plus and Amazon Instant Video partake in time-
shifted viewing vs. just 27 percent among non-subscribers.
• Subscribers to paid digital video services are much more likely than non-
subscribers to binge view TV programs over the course of a month (87 percent
vs. 69 percent). Furthermore, subscribers to these services are significantly more
inclined to engage in heavy binge viewing activity: 15 percent binge view six or
more times per month, compared to only 6 percent of non-subscribers.
• 84 percent of viewers prefer to binge watch television shows from their TV
set – in some capacity – as opposed to other screens. More than half of those
viewers that prefer binge viewing from their TVs favor using their DVR, perhaps
in part due to the ability to fast forward through commercials. Trailing only the
DVR, TV via video-on-demand (VOD) is another highly preferred method of binge
viewing given its convenient integration directly into the pay TV service provider’s
interface and remote control.
Time-Shifted Viewing
3
Time-Shifted TV Viewing by Demographic
Which one of the following best describes when you
typically watch original TV series?
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Age 18-34 Age 35-54 Age 55+ Paid Digital Non-Paid Digital
Video Subscribers Video Subscribers
7%
46%
35%
30%
45%
27%
10%
28%
3%
7%
25%
4%
9%
18%
6%
10%
3%
7%
18%
28%
>7 days after airing
4-7 days after airing
Not live, but within 3 days
Source: comScore

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The U.S. Total Video Report
TV via DVR
TV via Video-on-Demand (VOD)
Internet-Connected TV Device
Live TV*
Tablet
Desktop/Laptop
Smartphone
Other
11%
12%
19%
4%
3%
2% 7%
43%
Binge Viewing by Platform
Binge Viewing Frequency
What is your most preferred device to watch multiple
episodes of the same TV program, one after another,
in the same sitting?
On average, how many times per month do you
watch multiple episodes of the same TV program,
one after another in the same sitting?
13%
31%
42% 42%
30%
21%
15%
6%
Paid Digital Video
Subscribers
Non-Paid Digital Video
Subscribers
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Never 1-2 times 3-5 times 6 or more times
* Live TV includes any watching of live traditional TV via reruns or marathons, whether it’s
through cable, satellite, or other pay TV service provider.
Source: comScore
Source: comScore

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• Millennials are significantly more likely than their older counterparts to not
subscribe to cable or other pay TV services. In fact, 18-34 year olds are 77
percent more likely than average to be a “cord-never” household, having never
subscribed to pay TV, and 67 percent more likely than average to be a “cord-
cutter” household, where they once subscribed but no longer do. Those between
the ages of 35-54 are slightly more likely than average to be “cord-cutters” while
those age 55+ are significantly less likely than average not to have pay TV.
• While age strongly correlates with pay TV subscription, so too does household
size. Of homes currently without pay TV services, a large percentage of single-
person households (60 percent) and households without children (52 percent)
have never had a pay TV subscription. These “cord-nevers” are a new phenomenon
resulting from a growing number of online video options and the rising costs of pay
TV, which have made subscriptions less justifiable for smaller households.
• Live and other time-sensitive TV content is an important driver of subscribing
to pay TV services. As might be expected, a higher percentage of pay TV
subscribers than non-subscribers rate several forms of content as very important
to their TV viewing experience. But the most significant gap in importance – 24
percentage points – is for live sports viewing, an indicator that this is one of the
most important drivers of viewers sticking with their pay TV subscriptions.
Pay TV Subscriptions
Pay TV Subscription by Demographic
91
107
100
177
167
88
85
104
71
Cord-Nevers
Cord-Cutters
Pay TV Subscribers
Age 18-34
Age 35-54
Age 55+
* Index = Percentage of Demographic Engaging in the Selected Behavior / Percentage of
Demographic within Total Population x 100. Index of 100 indicates average representation
within a particular demographic segment.
4
Age Composition Index* of Pay TV vs.
Non-Pay TV Subscribers
Source: comScore

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The U.S. Total Video Report
Content Drivers of Pay TV Subscription
Please indicate how important the following genres of
content are to your TV viewing habits.
Of those who do NOT currently have pay TV services,
how would you describe your household?
Cord-Cutting by Household Size
Pay TV Subscribers
Non-Pay TV Subscribers
News
Prime-Time Shows
Live Sports
Live Events
Paid Subscription Shows
Late Night Comedy
58%
51%
50%
24%
23%
19%
46%
40%
26%
17%
16%
17%
This question was asked on a 7-point scale ranging from “Not at all important” to “Very
important.” The percentages shown in the chart refer to the top two boxes of the scale.
Cord-Cutter
Cord-Never
100%
80%
60%
40%
20%
0%
48%
70%
40%
56% 62% 69% 68%
52%
30%
60%
44% 38% 31% 32%
No Children
Children 1 2 3 4 5+
Source: comScore
Source: comScore

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• About 4 in 10 households subscribe to a paid digital video subscription service,
with Netflix being the leader (32 percent), followed by Amazon Prime Instant
Video (19 percent) and Hulu Plus (9 percent). Across all of these services,
Millennials have significantly higher subscription penetration, with nearly half
belonging to Netflix.
• Among Netflix subscribers, the preferred method of watching (44 percent)
is through internet-connected TV devices such as Apple TV and Google
Chromecast. Computers (27 percent) and gaming consoles/Blu-Ray Players (21
percent) also have strong levels of preference among the Netflix subscriber base.
• Netflix subscription has a strong relationship with household size, with the
presence of children in the household likely a key factor. Among 1-2 person
households, Netflix penetration is less than 25 percent, but penetration jumps
significantly to well over 40 percent among households of three and greater.
Digital Video Subscriptions
5
Which of the following paid digital video services
do you subscribe to?
Paid Digital Video Penetration
Of those who do NOT currently have pay TV services,
how would you describe your household?
Any Netflix Amazon Instant Video Hulu Plus
42%
61%
47%
30% 32%
49%
35%
22%
19%
25%
14%
9%
4%
21%
10%
21%
Total
Age 18-34
Age 35-54
Age 55+
Source: comScore

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The U.S. Total Video Report
Does your household subscribe
to Netflix?
Netflix Viewing Habits by Device
Netflix Subscription by Household Size
Internet-Connected TV Device
Desktop/Laptop Computer
Gaming Console/Blu-Ray
Mobile Device
7%
21%
27%
44%
What is your most preferred method of
watching Netflix?
1 2 3 4 5+
20%
24%
43% 45% 46%
Source: comScore
Source: comScore

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www.comscore.com/TotalVideo
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+1 (312) 775-6510
press@comscore.com
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The U.S. Total Video Report
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