Broadcast TV still dominates media consumption among adults
Broadcast television remains the most popular way for adults to consume media, according to recent findings. Viewers spend more time watching broadcast TV across all devices than on cable or streaming services. The format also leads in reach and trust, especially for local news.
A study found that nine out of ten adults aged 18 and older engage with broadcast TV content. Most of this viewing—85 per cent—happens on traditional television sets. However, audiences also spend 38 minutes daily watching broadcast programmes on computers, smartphones, and tablets.
Linear TV, though mainly watched on TV screens, is not limited to them. Broadcast content still dominates over user-generated and short-form platforms like YouTube. Viewers also reported that TV ads often prompt them to seek more information online.
Local broadcast TV stands out as the most trusted source for local news. Unlike cable or streaming, it continues to attract the largest share of viewing time and attention.
The data confirms broadcast TV's strong position in media consumption. It reaches more adults, holds their attention longer, and drives further online engagement. For local news and advertising, it remains the preferred choice among viewers.
