Television consumption in the latest measurements shows an average of seven minutes per person per day, a figure that was postponed in January 2023. This segment accounts for about 4% of total viewing, according to a study conducted by Barlovento Comunicación using data supplied by Kantar. The findings reveal a shift in how audiences allocate their time in front of screens, with linear TV still playing a role but increasingly tempered by evolving viewing habits and the emergence of on-demand options. These dynamics reflect broader changes in media consumption patterns across North America, where audiences balance traditional broadcast with newer formats. (Source: Barlovento Comunicación with data from Kantar)
The investigation summarized by Europa Press highlights that within the category of “Payment Themes,” deferred consumption constitutes 13% of total paid viewing, compared with 3% of open or free-to-air consumption. In practical terms, viewers are choosing to access paid content on a delayed basis at a higher rate than freely available programming, signaling a willingness to invest in premium on-demand experiences. This distinction between paid and open consumption helps explain how subscription models and time-shifted access are reshaping audience behavior, especially when combined with targeted catalog offerings and exclusive premieres. (Source: Barlovento Comunicación with data from Kantar)
Regarding the cumulative reach of time-shifted viewing in January 2023, the report indicates that 22.4 million viewers engaged with delayed or on-demand content, with an average daily audience of 4.1 million. This trend underscores the persistent appeal of flexible viewing windows, where audiences can catch up on programs at their convenience, potentially boosting overall engagement and retention for broadcasters and streaming platforms alike. The figures illustrate how DVRs, streaming apps, and download-to-go options contribute to extended life cycles for televised content. (Source: Barlovento Comunicación with data from Kantar)
Finally, the distribution of time-shifted viewing among cumulative viewers shows that 27% watched one to two hours of pre-recorded television during runtime, while 30% watched less than 30 minutes. An additional 21% spent between 30 and 60 minutes, 12% invested two to three hours, and 11% exceeded three hours. This breakdown highlights the diverse habits within the audience: some prefer short, quick-vantage sessions, others carve out longer blocks for deeper engagement, and a smaller segment binge-watches extended periods. These patterns have important implications for content scheduling, promotional pacing, and the design of on-demand libraries to meet varied viewer needs. (Source: Barlovento Comunicación with data from Kantar)