TVB has released the 2023 Media Comparisons Study, conducted by GfK and commissioned by TVB. The study is an industry resource for multimedia usage and effectiveness, exploring the many different ways individuals consume traditional, digital, and streaming media.
It includes comparisons of media reach, time spent with media, daily news sources, most trustworthy news sources, and level of community involvement. Additionally, the study reveals the role each medium plays in motivating consumers to learn more about a product or service.
Some key findings of the 2023 Media Comparisons Study are:
Reach
Linear TV reaches more viewers: TV has the highest reach of all measured media platforms, reaching 77% of adults 18+. TV is multiplatform: Broadcast TV platforms, including websites/apps, reach 89% of viewers who use non-ad supported streaming services. Hispanics and African Americans spend more time with TV than all other media platforms studied, and TV also has the highest reach. Broadcast TV builds reach more quickly, with fewer programs, than streaming services. 18% reach on Netflix requires 20,355 programs, while broadcast TV only requires 20. (Source: Nielsen NPOWER 11/13/22 Persons 25-54 Live+1 Reach. 5 Broadcast Networks (includes Syndication) and Netflix).
Time Spent
People spend more time with television than any other media platform measured. Despite cable having more networks, viewers spend almost double the time with broadcast TV (3:37) compared to cable TV (1:54). Streaming viewership numbers include ad-free platforms. When looking solely at ad-supported platforms, linear TV is 80% of time spent. TV screens dominate program viewing, while