Older Americans Drive US Linear TV: 71% of Viewing Minutes Come from Age 45+
미국 TV 시장, ‘고령층 리니어 집중·전 세대 스트리밍 확산’…소비 패턴 양극화
- 고령 시청자, 리니어TV 지배…65세 이상 하루 4시간 29분 시청
- 삼성 스마트TV, 스트리밍 시청률 74%…전통 플랫폼 급속 교체
- 방송‧광고 업계, 세대별 맞춤 전략 시급…OTT·리니어 분화 가속
New Samsung Ads Data Highlights Generational Divide in Broadcast Consumption—Linear TV Faces an Aging Audience as Younger Viewers Flock to Streaming
A comprehensive analysis based on data from Samsung Ads reveals a pronounced generational gap in linear TV consumption in the United States.
According to the latest figures, adults aged 45 and above account for 71% of total linear TV viewing minutes, despite representing only 42% of the population. This finding highlights that traditional broadcast television remains overwhelmingly dominated by older Americans, while younger generations rapidly gravitate toward streaming and digital platforms.
The breakdown shows that viewers aged 65+ make up 30% of total linear TV time, with those ages 55–64 representing 24%, and the 45–54 cohort holding 17%. Collectively, these age groups represent the lion's share of linear viewing. In contrast, the under-45 population—more than half of the nation at 58%—accounts for just 29% of all linear minutes, illustrating how dramatically TV viewing preferences shift by age.