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The penetration rate of terrestrial broadcasting antenna in the United States increased by 38% year on year From Horowitz Research

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According to novel coronavirus pneumonia research, a Horowitz Research study shows that although streaming media has been booming in recent years and is expanding rapidly due to the new crown pneumonia epidemic, people’s underestimation of potential interference effects of wireless (OTA) access and watching television content is also underestimated, and the industry in development is also growing rapidly. Horowitz Research Institute has also been developing rapidly.

According to the OTA status in 2020, two fifths of US TV content viewers over the age of 18 said they had OTA antennas, up from 29% in the same period last year. Nielsen estimates that there will be 121 million TV households in the 2020-2021 TV season, which means about 48.4 million households have antennas, Horowitz said. Demographically, the data show that the antenna penetration rate has increased significantly among black families (27% to 39% year-on-year growth), white and non Hispanic families (25% to 43% year-on-year growth), and more importantly, among 18-34 year olds (20% to 42% year-on-year growth) and 110% year-on-year growth.

OTA audiences are largely not unique to Ota: OTA audiences often combine their antenna usage with MVPD and / or streaming services. A survey of antenna users shows that they spend 6.4 hours a day watching TV, with an average of one third of their time watching radio content. 82% of antenna users are also streaming media users, and 59% of antenna users also subscribe to MVPD.

In the urban market, 53% of TV content viewers over the age of 18 currently own or intend to buy an antenna (47%), compared with 41% in the suburban market and 38% in the rural market. In addition, three quarters (74%) of antenna users living in urban areas rated their overall antenna experience well, while user satisfaction in rural areas dropped to 61%.

Equipped with next generation TV (ATSC 3.0), more advanced functions will be brought into OTA field. Horowitz expects the growth of Ota will continue. The study found that in the Horowitz survey report, 5% of TV content viewers over the age of 18 said they had planned to use the antenna next year, and another 9% said they were “very likely” to buy the antenna after detailed introduction of traditional and advanced functions (such as local radio station, small and thin indoor / outdoor design, as well as HD and DVR functions).

The survey data show that the growth and impact of Ota, its position in the MVPD and streaming media transmission content portfolio, and the adoption of next generation TV may vary in the future due to geographical reasons, while the differences in cable TV in rural, suburban and urban markets will rise.

“We have known for a long time that one of the biggest drivers of maintaining traditional cable and satellite TV services is to keep in touch with live and local TV content, such as local news and sports events.” Stephanie Wong, director of insight and strategy at Horowitz, commented on OTA 2020 research.

“With the increasing combination of on-demand and linear streaming services, the antenna can meet the demand for these live and local TV content at the lowest cost. Traditional operators need to pay close attention to the growth and impact of antennas in markets that can receive major broadcast networks (mainly urban markets), especially as the new features of next-generation TV are introduced to transform antennas from the past into the latest TV technology. “

Source: rapid TV news   * This article is compiled by the future media network

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