One quarter of Czech TV viewers over the age of 15 use their TV set for activities other than watching TV. More than 2 million people, compared to half a million five years ago. This was reported by Atmedia with reference to official ATO-Nielsen viewership data. Similarly, the time devoted to these so-called other activities is also growing. While in 2019 they devoted an average of 17 minutes a day to them, in 2023 it was 30 minutes.
Thus, other activities are increasing the total time spent in front of TV screens. This amounted to 4 hours and 10 minutes last year, as measured by ATO-Nielsen (CS15+). Of this, watching TV stations accounted for 3 hours and 39 minutes. Other activities (watching VOD or online videos, using smart TV apps, listening to music, playing games) accounted for the aforementioned 30 minutes.
ATO - Nielsen, Continuous Research, 2023, (2) ATO - Nielsen, Live + TS0-7, other activities, 2023, ATS/day, CS 15+Growing number of TVs connected to the internet
The growth in so-called other activities correlates with the growth in the number of households with a TV connected to the internet at home. While 31% of Czech TV households had a TV with internet connection in 2019, last year the figure was 52%. "This has led to a leap in the number of viewers who can watch online videos on their TV, use paid VoD services or video libraries of IPTV operators, or use various SmartTV applications or HbbTV," explains Pavel Müller, Head of Research and Marketing at Atmedia. Almost 9 out of 10 Czech households (88%) have a TV set at home.
Other so-called "other activities" on the TV include, for example, mirroring the screen of a mobile phone on the TV, watching video content from DVD, Blu-ray, USB and other devices, listening to music or playing games via game consoles connected to the TV.
TV viewing is dominated by
"While TV use for other activities has been growing in recent years, the time spent watching TV is more than seven times longer," Müller further points out. TV viewers of all ages, including the youngest 15-34 year olds, spend more time watching TV compared to other activities. Last year, a total of 5.7 million Czech TV viewers aged 15 and older watched TV on average every day.
Source: mediaguru.cz
