Nielsen Research: TV Remains Dominant Screen

According to Nielsen's most recent Three Screen Report, consumers are adding video platforms to their schedule, rather than replacing them.

Despite the rapid gains by online video and DVR content, TV remains the big dog for video time with nearly 99% of American reporting that they watch nearly 99% of their video content on traditional television.

Here are some of the key insights from the report:

• In 3Q09, American's watched on average 31 hours of TV per week, with 31 minutes spent in playback mode with their DVR;

• DVR and Online Video continue to show solid growth – up 21.1% and 34.9% respectively in time spent from Third Quarter 2008;

• Teens continue to watch mobile video the most, at just over 7 hours per month, though mobile video is not just a young medium, as mobile users; Adults 45-54 report viewing nearly 3 hours of video on their mobile phones; The average consumer spent 3 minutes watching mobile video each week;

• During the average week, U.S. consumers spent four hours online and 22 minutes viewing online video content;

• Multi-platform media consumption continues to grow with 57% of Americans with home Internet access use TV and Internet simultaneously at least once a month;

• Americans consume nearly 129 hrs of TV, 27 hrs of Internet, 3 hrs of mobile video each month.