TVB, the not-for-profit trade association representing America’s local broadcast television industry, released findings from its 2025 Video Media Devices and Usage Study, a 5,000-plus respondent study conducted by GfK/NIQ. The study attempts to better understand media device usage as it relates to video content, with the hope that its findings will help inform and improve the measurement of TV audiences.
The findings, TVB says, “reveal a complex, multi-device media landscape where TV remains central as consumption mediums are rapidly diversifying. The study underscores the need for measurement systems to evolve to accurately reflect modern viewing behaviors, particularly as more viewers engage with local broadcast TV content through streaming apps.”
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