How Many People Own a Television?

The evolving landscape of television viewership has significantly changed how people access content. While streaming services and internet-connected TVs are gaining popularity, a substantial portion of households still rely on traditional broadcast television accessed through digital antennas. Nielsen’s 2024 Upfronts/NewFronts Guide reveals that over 18% of U.S. TV households, as of November 2023, had at least one television set capable of receiving free, over-the-air (OTA) programming.

While diverse content options are available, few homes depend solely on digital antennas. Most supplement OTA broadcasts with content from other sources, such as streaming subscriptions (60% of OTA homes subscribe to a streaming video-on-demand service) or cable/satellite services (nearly 4% of cable/satellite homes also have OTA-enabled TVs). This multi-source approach demonstrates the evolving viewing habits of today’s television audience. The prevalence of OTA homes has remained stable over the past five years, indicating a consistent preference for free, broadcast programming.

The enduring popularity of linear programming, including content accessed via virtual multichannel video programming distributors (vMVPDs like Hulu Live and YouTube TV), underscores the continued engagement with traditional television. Approximately 92% of all U.S. TV households, irrespective of their primary viewing method, watched some form of linear programming between October 2022 and October 2023.

Demographic breakdown of over-the-air (OTA) television households in the United States, categorized by subscription video on demand (SVOD) and virtual multichannel video programming distributor (vMVPD) usage.

This consistent engagement with traditional broadcast programming necessitates a comprehensive approach to audience measurement. While big data derived from connected TVs (CTVs) is gaining traction, it fails to capture OTA viewership, which represents a significant portion of the television audience. With CTV usage accounting for just over 32% of TV usage among adults 18 and older, leveraging data from smart TVs and set-top boxes is crucial but incomplete.

According to Nielsen’s 2023-24 TV universe estimates, the U.S. has 125 million TV households, a 1% increase from the previous year. This translates to nearly 97% of U.S. households owning at least one television used for watching programming, encompassing approximately 315.3 million people. Within this vast landscape, 18.125 million households are primarily OTA households, and an additional 4.625 million cable/satellite subscribers also utilize OTA-capable TVs. Collectively, 22.750 million households access television content via OTA antennas—a viewing method excluded from big data collection. This significant number highlights the importance of incorporating OTA viewership into audience measurement strategies.

The substantial engagement with linear programming is noteworthy for two primary reasons: The continued preference for traditional, ad-supported content by a majority of TV homes, and the inability of big data alone to capture the viewing habits of millions who utilize digital antennas. In certain cities, OTA usage is even more prevalent. For instance, over 27% of TV homes in Houston have at least one OTA-enabled TV, with nearly 24% primarily relying on antennas. In some designated market areas (DMAs), OTA usage exceeds 30%, with Oklahoma City leading at 37.3%.

Combining OTA audience data with demographic information from Nielsen’s National TV panel provides advertisers and agencies with comprehensive insights beyond the reach of big data alone. For example, demographic breakdowns reveal differences in household size and income levels across various OTA viewer segments. This granular level of detail enables targeted advertising and content creation strategies. While increasing connectivity influences how viewers access TV content, free OTA broadcast programming remains a cornerstone for nearly 20% of U.S. TV households, representing almost 23 million viewers. As audience measurement evolves, it’s imperative to prioritize a holistic approach that includes both big data and traditional panel data to accurately represent the complete television viewing landscape.