World news
🤫 American TV is getting quieter
The trade association TVB has released a report on media consumption habits in the U.S., revealing a major challenge for audience measurement in a multi-device environment.
38% of respondents said they had watched TV with the sound off (using headphones or subtitles) in the past two months. This trend is especially strong among viewers aged 18–34 and leads to undercounting when audience measurement relies on audio-based detection.
54% of cable TV users and 71% of satellite TV users plan to switch to streaming in the next six months, moving away from traditional set-top boxes.
U.S. households have an average of 2.8 TVs. Meanwhile, 76% of families can watch linear TV on mobile devices or PCs, and 79% of them do so weekly.
Analysts emphasize that measurement systems must urgently adapt to these new, complex viewing patterns.
