Streaming services have overtaken live television as the primary way Americans absorb their video content.
That’s according to Deloitte’s annual Digital Democracy Survey, which found that 56pc of viewers stream movies and 53pc stream television every month, while just 45pc prefer to watch TV live.
The trend is particularly prominent among younger viewers, with nearly 60 percent of millennials’ (those aged 14-25) media consumption time spent watching movies via desktops, tablets and smartphones.
Overall, streaming video services like Netflix are now used by more than 42pc of US households.
The report also found 68pc of consumers indulge in binge-watching – defined as ‘viewing three or more programme episodes at one sitting’. In fact, 31pc of Americans who binge-watch do so at least once a week.
“Personal viewing experiences and the ability to consume media at your own pace is significantly impacting how US consumers value their content devices and services,” said Gerald Belson, vice-chairman of Deloitte.
“Today, binge-watching, and the ability to watch what we want, when we want, and where we want, is an exciting cultural phenomenon that is shifting consumer behaviours and attitudes towards curating an individual experience.”
The study surveyed more than 2,000 consumers in the US aged 14 and up in November 2014.