As Americans shift their TV viewing behavior from linear to streaming, they are adopting new behaviors. Linear TV viewers regularly watch more than a dozen linear channels, but streaming viewers use just 3–4 apps on a monthly basis. Competition for viewers’ attention has become fierce as app publishers work to keep users from churning out of their environments. To understand streaming app viewing behavior, we analyzed data from opted-in TVs that were active from January through December 2022.
As Americans shift their TV viewing behavior from linear to streaming, they are adopting new behaviors. Linear TV viewers regularly watch more than a dozen linear channels, but streaming viewers use just 3–4 apps on a monthly basis. Competition for viewers’ attention has become fierce as app publishers work to keep users from churning out of their environments. To understand streaming app viewing behavior, we analyzed data from opted-in TVs that were active from January through December 2022.
Our results reveal that:
Most viewers use any given app for fewer than 4 months out of the year
Greater monthly time spent with an app is directly correlated with a higher number of months active
during the year
App publishers can drive engagement by marketing to current users
