Although streaming has risen in popularity, traditional TV is still a staple. According to the latest data shared by audience research firm GlobalWebIndex (GWI), 89% of consumers worldwide watch traditional TV every day, while 76% watch streaming content or online television daily.
But while TV is popular with the majority, streaming is certainly not suffering. This coexistence illustrates how the two modes of consumption need not be mutually exclusive.
On average, TV viewers spend one hour and 47 minutes a day watching traditional television, compared with an hour and 22 minutes a day for streaming – 10 minutes less than in 2022. In the US, this figure rises to three hours and two minutes per day for traditional TV.
These figures show that, despite the rise of streaming, traditional television still plays an important role in viewing habits, especially in the US. The British follow with two hours and 42 minutes of viewing, according to GWI.
When it comes to streaming, Saudi Arabia, South Africa and Egypt emerge on top, with one hour and 52 minutes spent watching. Japan and South Korea come in last, with 20 minutes and 44 minutes, respectively, devoted to streaming.
Meanwhile, binge-watching remains a common practice that can boost audiences: 43% of viewers in the US admit to watching more than three episodes of a show at a time.
Malaysians favour subtitles
Although platforms such as Netflix and Disney+ have popularised streaming entire seasons at once, consumers don’t shy away from slower-paced releases. In fact, 19% of US viewers prefer streaming a show with scheduled weekly releases, appreciating the anticipation.
“Remember when everyone used to wait for a specific night of the week to catch the latest episode of their favourite show? Well, some folks are still all about that life,” the research says.
When it comes to content, international shows are particularly popular in Brazil, where 46% of consumers say they “love” watching them, as do 35% of Filipinos.
On average, 24% of consumers watch international content via streaming. Dubbed content is most popular in Germany (60%), while Malaysia (73%) favours subtitles.
Although times are tough, TV addicts are not ready to part with their subscriptions: 75% of those surveyed have no plans to cut back.