Live, Linear TV Was 90% of Comcast's 1st Half Viewing

Comcast customers averaged more than six hours watching TV daily in first-half 2021, said the MVPD Friday. Some 70% of live viewing occurred outside prime time. Comcast households watched an average 30 networks, with the top five getting 31% of all viewing. Viewers were 214% more likely to watch news and 73% more likely to watch sports on traditional TV versus streaming; they were 153% more likely to watch young adult content via streaming instead of TV. Three-fourths of streaming occurred on a TV screen. Citing “major upheaval” in the past year, John Brauer, vice president-insights and analytics for its Effectv advertising sales division, said viewership will continue to evolve, “and advertisers can no longer rely on TV or streaming alone to reach their audience -- they need both.”