Digital Distribution

TV Switching Study - November 2024

The TV Switching Study is our semi-annual research on viewers’ TV services, engagement & future intentions.  

The research tracks consumers as they continue to cut the cable cord and try new subscription and ad-based video services. This study scope covers cable, satellite, virtual MVPDs, SVOD, AVOD, FAST and TVOD trends. As with our other reports, the data dashboards allow you to segment the results by hundreds of consumer groups. The associated analysis provides an in-depth look at what these trends mean for the industry. 

TV Ownership Trends & The TV OS Report -

The TV Ownership Trends Report quantifies the U.S. TV installed base, room location trends, and delves into what drives consumers to replace their TVs. The dashboards include an 11+ year trend. These data provide a view of how the TV replacement cycle impacts the resulting installed base. The dashboards are updated quarterly.

This wave we added new reporting on the importance of the TV operating system (OS) as well as the specific aspects of it such as ease of use, advertising insertion, and available apps, etc. 

Key Findings Include:

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