Americans 'addicted' to TV and video

US consumers spend 6.1 hours daily with video-based entertainment

The adoption of web and mobile video now means that people are spending almost as much time watching video and TV as they do sleeping, according to recent research.

The Multiplatform Video Report from Solutions Research Group found that an average US consumer aged 12 and older with internet access now spends 6.1 hours daily with video-based entertainment, up from 4.6 hours in 1996.

This is predicted to grow to nearly eight hours by 2013, matching the average number of hours an American spends sleeping.

Currently, nearly four hours per day comes from traditional television, including live, DVR and video-on-demand viewing. Video games, web and PC video, DVDs and video on mobile devices account for the balance.

TV accounts for a lower share of video-based entertainment among younger Americans, coming in at 42.4 per cent among those aged 12 to 24.

There was also a significant difference between males and females. TV accounts for 70.4 per cent of women's daily video-based entertainment diet versus 57.7 per cent for men. PC or online video use was almost exactly equal for both genders.

The report also highlighted the different prime time periods for various media platforms.

PC and web video achieved its highest share mid-day during the week (12.3 per cent) and was lowest outside normal office hours. Prime time for video gaming was Saturday mornings while mobile video peaked during weekday mornings.

While the consumption of video games, web and PC video is expected to continue growing, the report predicts that time spent with traditional TV will remain close to four hours per day, but will continue to change in favour of time-shifted over linear programming.