One quarter of our waking day is spent watching some form of TV/video content

Date: 23/04/2014 | Comments

We live in an ever evolving technology landscape.  Smartphones are becoming ubiquitous, tablet ownership is growing at a phenomenal rate and the size of our main TV screen in the living room is becoming ever larger.

In the last 18 months we have seen a raft of innovations in the audio visual world both on and off the TV set.

In light of this constant state of change TAM Ireland commissioned a study on Total Viewing to all video on all devices. This is a follow up to a similar study TAM Ireland done in 2012. Ipsos MRBI were commissioned to carry out both studies. (Note; both studies were conducted during winter months in order to exclude impact of seasonality on the figures).

So what are we viewing? On what devices and where?

Total viewing to all video (TV live and recorded, catch-up, on-demand, paid for services such as Netflix, short form such as YouTube  etc) has grown from 216 minutes per day in the 2012 study to 230 minutes per day in the current study – an increase of 14 minutes every day.

We now spend one quarter of our waking day watching some form of video.

And almost everyone does it! 99% of all people viewed video material yesterday according to the study.


Of those viewers, 95% watched content on a TV set  and 27% watched on another device in addition to a TV set (up from 15% in 2012) So there has been significant growth to viewing on other devices.

Of the 230 mins spent on total viewing, 193 minutes (84%)   was spent viewing  on a TV set (up 1 min)  and 37 minutes (16%) were spent viewing on another device (up 13 mins).

What is fascinating about this is that TV viewing time is unaffected and we are  growing total viewing time with additional viewing on other devices. This is good news for broadcasters and advertisers alike as there are now more opportunities for the public to view.

The most popular non TV device is the laptop/PC  which accounts for 19 mins (8%) of viewing time followed by smartphones 4% and Tablets account for 2%.


Live TV is by far the most popular format to view – accounting for 78% of our total viewing across all devices. Other  TV generated content such as recorded TV and catch-up/on-demand accounts for a further 10% of our viewing.  YouTube, Netflix, DVD’s, other short form and other paid for services along with other types of downloaded content make up the remainder.


Despite the fact that many of the devices available to us are mobile we still choose to watch at home, with 93% of all of our viewing taking place in the home.

Younger Irish viewers are the most likely to be viewing content on non-TV devices but live TV at home on the TV set still makes up the vast majority of their viewing

TV remains a key source of relaxation in the home as almost half the time we are watching, we are not doing anything else and it is also a highly-social activity as 17% of the time we’re watching TV, we’re talking with others and 5% of the time we’re social networking. “

Jill McGrath CEO of TAM Ireland commented: “The more ways video content is offered to viewers, the more content they consume. They continue to watch TV at the same level and now supplement that viewing with additional viewing to other devices. So what is the secret of TV’s success? According to Jill McGrath it’s the 3 Cs

Content, Convenience and Conversation

TV has the most up to date and relevant content. It is the most convenient source of viewing as it is so easy to navigate and is based in the main relaxation room of the house. TV is the source of many conversations between friends and colleagues both on and offline,  it is a shared communal experience – not only with the people who may be in the room with you but also with your peers.