What The TV Universe Looks Like Now

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What started two years ago as Horowitz’s segmentation of the TV viewing universe has morphed into six distinct, nuanced groups in 2019, thanks to the arrival of vMVPDs in the marketplace and the rediscovery of antennas among younger, leading-edge consumers.


These groups’ visual content hunger levels were examined in a new study that analyzes TV viewers by their tune-in habits.

In 2017, Horowitz identified three key viewing segments: 5 O’Clock Diners™, who watch only through traditional TV; Content Omnivores™, who watch both traditional and streamed content; and Content Paleos™, who watch only streamed content.

The 2019 edition of State of Viewing & Streaming by Horowitz explores six segments.

The segments are defined by share of viewing time across traditional (live via MVPD/antenna, DVR, and VOD) and streamed platforms, usage of antennas, and subscription to vMVPDs.

What are the key takeaways from the Horowitz report?

The infographic below says it all, noting that “5 O’Clock Diners” are the “hungriest” for video content.

In contrast, “Paleos” are the least hungriest.

This suggests that, as viewers embrace on-demand streaming and eschew traditional TV, hunger for content decreases.

But, before one rushes to conclusions, Horowitz makes some important points.

First, as the group name suggests, “5 O’Clock Diners” are largely over the age of 50, and are most likely to watch traditional TV via a cable TV plan.

Meanwhile, “Paleos” are comprised largely of women who have a SVOD subscription; some 37% of people in this group are between 18 and 34 years of age, with birth years of 1984-2001.

What other group is “hungry” for video content? “Omnivores,” which comprise 30% of the total 1,600-1,619 respondents who participated in the Horowitz study.

Horowitz conducted its research in January and February 2019, with both Spanish-language and English-language surveys offered.