Viacom reveals the proliferation of avenues for accessing content is creating more “multi-screeners” among people age 13-44 who watch broadcast and cable TV shows. Multi-screeners are people who watch live TV and use network/show apps or websites or download-to-own sources such as iTunes.
Nonetheless a substantial number continue to watch only live TV (i.e. single-screeners). Gen X has a heavy reliance on live TV (45 percent only watch live TV). Millennials tend to stream more online and thus a lower number (33 percent) say they only watch live TV, but teens behave more like Gen X with 45 percent watching only live TV.
Multi-screeners continue to be fans of live TV with 47 percent saying it’s important to watch their favorite shows live. They also say having more ways of accessing shows helps them try more programs (79 percent) and 78 percent wouldn’t have become fans of some shows if they couldn’t watch in multiple ways. Multi-screeners also appear to have stronger network loyalty compared to those who only watch on a TV screen with 45 percent of multi-screeners saying they are loyal to a few networks versus 28 percent of single-screeners.