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US antenna penetration grows 38% year-on-year

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OTA viewers are largely not OTA-only viewers: OTA viewers frequently combine their antenna usage with MVPDs and/or streaming services. Antenna users survey said they spend 6.4 hours a day watching TV and, on average, spend a third of their viewing time with over-the-air content. 82% of antenna users are also streamers and 59% also subscribe to an MVPD.

In urban markets, 53% of TV content viewers 18+ currently own (47%) or intend to get an antenna compared to 41% in suburban markets and 38% in rural markets. Further, three-quarters (74%) of antenna users who live in urban areas report favourable ratings for their overall antenna experience, whereas satisfaction drops to 61% among users in rural areas of the country.

Read more at Rapid TV News.