9pm is peak viewing time for all video content regardless of screen or format
What do you do in your leisure time? For the vast majority of Irish people the answer is – watch TV.
From 7pm through to midnight 7 nights a week, we are entertained by our TV set or some other form of video devise.
We have surrounded ourselves with screens – and the bigger the better. In 2011 just over 400,000 households had a main TV screen size of 40” or more, two years on that figure has grown by 57% to 629,000 households (ROI TGI 2011 vs 2013 © Kantar Media)
Ownership of laptops and smartphones has become ubiquitous, and the growth in tablet ownership is well documented.
With all these screens now available to us it is little wonder that our total viewing time is increasing at a phenomenal rate.
In the last 15 months our time spent viewing has increased by 14 minutes daily to 3hours 50 mins, according to TAM Ireland’s latest total viewing study carried out by Ipsos MRBI. We are adding to our TV viewing time by now also viewing on other devices when the main TV screen is not available to us. The use of these screens to view both TV generated content as well as other forms of video content is growing and is adding to our Total viewing time.
TV of course makes up the majority of this viewing and is at it’s highest from 9.00 to 9.30pm nightly.
Interestingly viewing video content on other devices follows a very similar time of day pattern to viewing on a TV set, with all devices peaking between 9pm and 9.30pm
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Source: TAM Ireland/Ipsos MRBI: Total viewing habits study 2014
When we look at specific content types again the pattern is similar with all formats peaking between 9.00 and 9.30pm and showing the same usage pattern throughout the day.
Source: TAM Ireland/Ipsos MRBI: Total viewing habits study 2014
Video viewing is a leisure activity and we do it when we have relaxation time available to us. It is when we get to decide how we’d like to spend our time. Work is finished, meals are eaten and the day’s necessary activities are complete – it’s “me” time for many of us and we choose to spend it being entertained and relaxed viewing some form of video content. Our number 1 choice of content is live TV, followed by Recorded TV, then On-demand and finally shortform.