Content is King, but Viewing Habits Vary By Demographic

According to Nielsen’s third-quarter Total Audience Report, fragmentation doesn’t apply just to technology; consumers' viewing habits are following suit.

The recent proliferation of new devices allows consumers to connect with content anytime and anywhere. What used to be a schedule to watch programming now seems like little more than a suggestion, as viewers can choose to watch live linear programming, video on-demand, or through subscription services and apps, among other ways to tune in. “Content is still king, but consumers are shaping their own content-discovery experience, and the evolving media landscape has not lessened consumer demand for quality, professionally-produced content. What has changed is the number and reliability of new media available to viewers,” said Dounia Turrill, senior vice president, insights, Nielsen.