As cord cutting hits record levels, a new study from Horowitz Research finds that in 2022, almost two in ten (18%) TV content viewers report having a digital antenna and that digital antenna ownership has grown among younger viewers from 14% in 2021 to 23% in 2022.
TV Technology reports despite the growth in younger viewers, the penetration rates for OTA antenna was similar to 2021 and lower than the penetration during COVID, during which antenna adoption and usage spiked.
Notably, hyper-local content is very important to antenna owners, with 58% saying they are interested in hyper-local news and information from their specific community. The Horowitz study also found that interest in hyper-local content is on par with interest in national and regional news.
“There is still a healthy market for the live, linear local and hyper-local broadcast news and information that digital antennas can deliver for free to consumers,” notes Adriana Waterston, chief revenue officer and insights and strategy Lead for Horowitz Research. “But consumer education is critical to drive awareness, continued adoption, and viewership. There are many consumers who would benefit from having a digital antenna but don’t know it’s an option for them. It’s in the best interest of broadcasters to make a concerted effort to change that.”
The data is from Horowitz’s latest State of OTA 2022 report, which tracks the evolving market for over-the-air (OTA) antennas, wireless 5G home internet services, and other disruptive technologies. The study looks at the role digital antennas play in keeping consumers connected to live, linear broadcast content as Americans continue to shed traditional cable or satellite (MVPD) services.
The study found that younger viewers now over-index on digital antenna usage compared to their older (50+ year-old) counterparts (23% and 15%, respectively).
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