Tuesday, August 16, 2022


May 3, 2011 by · Leave a Comment 

The overall television audience is growing older and is shrinking, according to a new study released today (Tuesday) by Nielsen Research. For the first time since 1992, Nielsen has found that the Household Universe Estimate has declined — to 114.7 million from 115.9 million a year earlier. It also found that the percentage of U.S. homes with a television set also declined — to 96.7 million from 98.9 million.Nielsen indicated that several factors could be responsible for the drop — including the switchover to digital TV, the overall economy, and the growing interest in online video. “Nielsen data demonstrates that consumers are viewing more video content across all platforms — rather than replacing one medium with another.” However, it noted, a small number of younger, urban consumers are going without paid TV subscriptions. “Long-term effects of this are unclear,” Nielsen said, noting that further study is necessary to determine whether the figures represent “the beginning of a larger shift to viewing online and on mobile devices.”