It’s true. Most people watch TV in their living rooms using traditional cable or satellite options. In fact, more than 95 percent of Americans get their information and entertainment that way. But as we explored what the other 5 percent are doing, we found some interesting consumer behaviors that we want to keep an eye on.
This small group of video enthusiasts is tuning out traditional TV—and the trend is growing. This “Zero-TV” group, which makes up less than 5 percent of U.S. households, has bucked tradition by opting to get the information they need and want from non-traditional TV devices and services.
According to Nielsen’s Fourth-Quarter 2012 Cross-Platform Report, the U.S. had more than five million Zero-TV households in 2013, up from just over 2 million in 2007. These households don’t fit Nielsen’s traditional definition of a TV household, but they still view video content. The television itself isn’t obsolete, however, as more than 75 percent of these homes still have at least one TV set, which they use to watch DVDs, play games or surf the Net. When it comes to video content, a growing amount of these households are using other devices.