Digital Marketing Researches & Reports

Insights 2020: Traditional TV and Streaming | AudienceProject

Consumer Behavior | Global

All the data in this report mentions that the ongoing COVID-19 pandemic is heavily influencing TV and streaming consumption patterns in 2020. We can see that in some cases, streaming does come with ads, so it is not all bad news for the TV advertising market.

This Traditional TV and streaming report also looks at attitudes towards YouTube, how consumers are highly impressed by Disney+, which streaming services are the most popular, and much more.

Traditional TV Insights in 2020:

Obviously, traditional TV is definitely under pressure, however, the decline has slowed in several markets this year. Reported ad irrelevance, intent to stream more, and overexposure, are not going to give the format an easy ride next year.

Check the following chart to know the traditional TV views over the years;

Traditional TV and Streaming Insights in 2020 | DMC

  • US citizens have watched traditional TV on a weekly basis with a percentage of 59% in 2020.


  • On the other side, we can see the percentage gets higher in the UK by 79%. However, back in 2019, it was 80%, 2018, 83%, and 2017 %80.

Streaming Insights in 2020:

According to traditional TV and streaming, there are some seismic shifts in the streaming section. However, we can see that streaming is here to stay with increasing indications that it is at the expense of traditional TV.

The chart below shows that streaming increases in all countries ut Finland over the years.

Traditional TV and Streaming Insights in 2020 | DMC

  • According to the traditional TV and streaming report, streaming has increased in the US in 2020 and reached 80%.
  • In the UK it reached 77%, however, it was 57% in 2019.
  • On the other side, we can see that in Finland the streaming has decreased in 2020 it is 52%, however, it was 55% in 2019, and 51% in 2018.

Make sure to download the full traditional TV and streaming report to take a closer look at all insights.

The Table of Content of “Insights 2020: Traditional TV and Streaming” Report:

  • Editorial
  • Traditional TV
  • Streaming
  • About the Study

Number of Pages: 

  • 36 pages


  • Free


The study is a part of AudienceProject Insights 2020. Data is collected through online surveys done in Q4 2020. The respondents have been selected from our Nordic, German, UK, and US panels consisting of more than 1.5 million panelists and weighed to achieve representativity on the more than 7.000 respondents who completed the survey.


Founded in 2010 and located in Copenhagen, AudienceProject is a marketing tech company. The company helps brands, agencies, publishers and e-commerce companies identify, target and validate audiences. AudienceProject's products are based on its proprietary technology stack.AudienceProject also offers a variety of products all designed to make the complex world of online audiences simpler. the company aims to gather a complex world into simple yet sophisticated interfaces and reports to ensure that people get the full overview and all the in-depth insights they could possibly need.

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