by Jessica Klein
TV watchers in the U.S. are continuing on the multi-screen track. According to data from a new study carried out by the Interactive Advertising Bureau, “The Changing TV Experience: Attitudes and Usage Across Multiple Screens,” US adults are are getting “smarter” TVs, streaming more content, and letting their TVs share the spotlight with other devices.
Smart TVs and/or connected TVs have entered the homes of more than a third of the US population over age 18, with about 38 percent of those viewers spending half their viewing time with streaming content. Time spent watching streaming content is up 35 percent from last year amongst connected TV viewers. Meanwhile, people in the country are watching 19 percent less traditional TV than they did the year before.
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