CEA Study Says Seven Percent of TV Households Use Antennas
Pay-TV services still dominate
July 30, 2013
American TV households are gradually doing away with the antenna, according to a study recently released by the Consumer Electronics Association. The most recent study found that seven percent of those households rely solely on antennas for TV reception. The CEA’s estimate stands in contrast to figures released by media analysts at GfK, publisher of The Home Technology Monitor.
GfK found that 19.3 percent of American households—as many as 60 million Americans—rely exclusively on over-the-air TV. (See “Survey: 60 Million Americans Rely on Broadcast TV.
The CEA said its U.S. Household Television Usage Update was consistent with its own 2010 research, which showed eight percent of TV households were OTA reliant. CEA said its research demonstrated a gradual decline in the in household use of antennas since 2005. The survey is comparable to a 2012 Nielsen study that showed nine percent of U.S. TV households rely on broadcast TV/over-the-air, a decrease from 16 percent in 2003, but also slightly higher in 2012 vs. 2011. (See “Nielsen: Broadcast Reliance Grew in 2012.
CEA’s study showed that 83 percent of TV households receive programming through traditional pay-TV services (cable, satellite or fiber). However, there has been a five percent decline of households using those services since 2010. Non-TV consumer electronics devices are likely affecting pay-TV subscriptions, and according to The 15th Annual Household CE Ownership and Market Potential Study, these mobile connected devices are seeing a significant increase in U.S. household penetration rates.
This decline may also be attributed to increasingly accessible Internet sourced television programming. Household ownership of Internet connected televisions and other devices opens up new possibilities for viewing programming, and the study found 28 percent of U.S. TV households receive programming on their TVs through the Internet. Four percent report using the Internet exclusively as their source of television programming.
The U.S. Household Television Usage Update represents the findings of a quantitative telephone interview study administered between June 6 and 9 to two national probability samples, which, when combined, consists of 1,009 U.S. adults.