The State of TV Viewership: The Latest Effectv Research Report

The past 18 months have seen dramatic shifts in media usage as evidenced by the latest TV Viewership Report, which examines the first half of 2021 versus one year ago. We appear to be entering a new era where viewership behaviors continue to be shaped by a range of tumultuous events, and as a result, as the report revealed, “Live viewing grew as a percentage of total time spent with TV. Shifting restrictions on travel and public gatherings likely contribute to both the continuing strength of live TV and shifts in where that content gets consumed.” As in previous studies, the data used in this analysis is from first-party anonymized, aggregated viewership data collected within the Comcast footprint of some 17 million U.S. households.

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