B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Study: Over 90% Of TV Watchers Do So With Other People
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Study: Over 90% Of TV Watchers Do So With Other People
AdvertisingFeaturedMedia

Study: Over 90% Of TV Watchers Do So With Other People

Staff Writers
Published on: 16th November 2017 at 8:17 AM
Staff Writers
Share
2 Min Read
SHARE

A new study by the Interactive Advertising Bureau (IAB) in the US has revealed that when it comes to watching TV, Americans prefer to do it with friends, partners or family.

The study found that over 90 per cent of respondents aged 13-64 revealed that when they watched TV they did so with other people. You can read the study in full here.Screen shot 2017-11-16 at 8.13.24 AM

Linear TV and catch-up, or over-the-top (OTT) services, lead the pack with the highest co-viewing audience reach.

The main reason people said they watched TV with others was to spend time together and unwind.

When it came to SVOD suppliers like Netflix, 59 per cent of adults said they watched shows with their partners and 41 per cent said they did so with their kids.

Some 56 per cent of respondents said they discussed brands they saw during ad breaks with their fellow TV watchers. Some per cent of SVOD watchers agreed they’d purchased something they’d seen at advertised, while it was only 23 per cent for traditional TV.

The study found it was men, Gen Zs and Millennials who were most likely to buy something they saw advertised on OTT and linear TV.

Commenting on the study, Chris Kuist, svp of research and impact for the IAB, said: “Watching TV has always had an important social component, and this has absolutely continued as OTT platforms become ever-more important parts of people’s viewing rituals.

“This social aspect of biggest screen in the house is powerful, and is being amplified on OTT platforms in ways that can greatly benefit marketers.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: IAB
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?