Over the past few decades, there have been numerous predictions suggesting that various forms of internet usage would eventually overtake traditional TV viewing.
However, contrary to these predictions, the amount of TV and video content consumed by Americans has actually increased over the last 25 years. As the holiday season approaches, screen time is expected to reach yet another peak, particularly in the Western world. This period is characterized by the shortest days of the year, cold weather, children being out of school, and a plethora of new shows and beloved classic holiday movies being promoted and aired by both traditional broadcasters and online TV services. But in an era filled with numerous other potential distractions, why do people continue to spend so much time watching TV and video?
Research conducted by Professor Patrick Barwise from the London Business School, along with senior researchers Steven Bellman and Virginia Beal from the University of South Australia, provides some insight into this phenomenon. The study suggests that TV viewing remains popular because it continues to fulfill our psychological needs for relaxation and escapism. Additionally, TV is a relatively inexpensive way to pass the time and is more accessible than ever before.
This new research, which also incorporates data from Nielsen Media Research, reveals that offline TV viewing has remained steady over the past 25 years. However, the rise of online viewing has led to a 15% increase in the overall consumption of television and video content. On average, we now spend about a quarter of our lives watching moving images on a screen, with most of this time still dedicated to live or time-shifted TV on a traditional TV set.
While the increase in sedentary activities like TV viewing has been linked to various negative mental and physical health outcomes, it also has its benefits. Previous media research, including earlier studies by Professor Barwise on viewing behavior, suggests that watching television can help people relax and temporarily escape from their daily worries.
The new study reinforces this interpretation by integrating findings from recent laboratory-based research that used electroencephalography (EEG) and reaction-time measures. Specifically, the researchers found that watching TV and video content generates brainwaves associated with pleasant, wakeful relaxation and engages cognitive capacity, effectively taking viewers' minds off other concerns. The study concludes that the increase in viewing is due to TV and video content continuing to meet the same basic psychological needs as in the past, but with more opportunities to satisfy these needs throughout the day and in a wider range of locations.
Today, the average U.S. adult (aged 18 and older) watches nearly six hours of television and video content per day, which accounts for about 30% of their waking hours. Despite all the discussions about changing media consumption habits, the underlying patterns of TV viewing have remained more consistent than one might expect.
