Thanks to its internet connection, the TV is becoming the multimedia centre of the home. In addition to watching traditional broadcasting, viewers are increasingly using it for streaming services, YouTube, listening to music, playing games or browsing the internet. However, the main activity on the ‘big’ TV screen remains watching traditional television, which in 2024 accounted for 87% of the total time spent in front of the television screen.
According to a report by Atmedia, based on data from ATO-Nielsen, in 2024, Czech viewers aged 15+ spent an average of 4 hours and 10 minutes a day in front of the television. Of this, 3 hours and 36 minutes was spent watching linear television channels, while 33 minutes per day was spent on so-called other activities, i.e. watching YouTube, paid VOD services (e.g. Netflix, Voyo), listening to music or podcasts, mirroring images from their phones, browsing websites or playing games.
The change is most noticeable among younger viewers
The use of TV for other activities has been on the rise across all age groups of TV viewers in recent years. Compared to 2020, their share in the 15+ group has increased by 53%, or 12 minutes per day. An even more significant increase was recorded among younger viewers aged 25–34 (+74%) and 35–44 (+85%).
For example, viewers aged 25–34 now spend 54 minutes a day on other activities on their TV, which represents 34% of their total screen time. The remaining 66% – i.e. 1 hour and 44 minutes – is still spent on traditional TV broadcasting. For viewers aged 35–44, the ratio is 2 hours and 20 minutes (73%) for watching TV channels and 53 minutes (27%) for other activities. With increasing age, the influence of other activities decreases significantly: for people over 55, they account for only 6% of total TV time.
‘Although younger viewers are increasingly using their TVs for other activities, they still spend most of their time in front of the screen watching television,’ says Michaela Suráková, managing director of Atmedia. ‘So it's not true that young people don't watch TV anymore – they do, just less than before.’
Internet connectivity is changing the role of television
The main reason for the change in television behaviour is technological development. According to Atmedia, 57% of television households will have a television connected to the internet (CTV) in 2024, compared to 35% in 2020. This allows direct access to online content and is changing the way viewers use their TVs. ‘Thanks to internet connectivity, TVs have become true multimedia devices. Today, viewers can not only switch between dozens of TV channels, but also use paid VoD services or watch content on YouTube,’ summarises Michaela Suráková.
Download: Atmedia Activities on TV
Source: mediaguru.cz