Digital video viewers take TV to smaller screens. Here’s a breakdown.

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Nearly 60% of US adults watch digital video on non-TV devices, like laptops, tablets, and smartphones, every day. That’s up from 54% last year, and 27% in 2013.

Beyond the chart: We estimate that almost 260 million US consumers, or 76.9% of the population, will be monthly digital video viewers this year. But to reach them and maximize ROI, advertisers should pay attention to what screens they are using.

Our data shows that most—87.1%—of those viewers will watch on connected TVs. Meanwhile, 84.1% will do so on smartphones, and 59.5% on desktop or laptop computers.

More like this:

• Report: Advanced TV 2022
• Article: Apple TV+ tests the ad-supported waters through Major League Soccer
• Article: Digital will account for 71.8% of US media ad spend this year, up 16 percentage points from 2019—and growing

Read yesterday’s Chart of the Day here.

Methodology: Data is from an August 2022 Leichtman Research Group (LRG) report titled "Emerging Video Services 2022" as cited in press release. 1,900 US adults ages 18+ were surveyed during June-July 2022; 1,265 were online and 635 were via telephone (including landline and mobile phone calls). The sample was distributed and weighted to reflect US demographic and geographic distribution. The overall sample has a statistical margin of error of +/-2.3 percentage points.