A Dynamic Story of Technological Change

The evolution of viewing habits has been a dynamic story of technological change, with television and tablets (including iPads) playing different, often complementary, roles. Here’s a historical look at their relationship.
The Rise of Television: The Dominant Screen
For decades, the television was the undisputed king of the living room and the primary source of video entertainment.

• Mid-20th Century: TV ownership exploded in the 1950s and 60s, quickly becoming a staple in American households. By the 1970s, it was the central hub for family entertainment, news, and sports.
• Late 20th Century: The rise of cable and satellite television in the 80s and 90s expanded content choices exponentially. This era solidified the TV’s role as a device for “appointment viewing” and a shared, communal experience. Time spent with TV sets peaked in the mid-1990s.
• Early 21st Century: TV viewing remained high, but the first signs of fragmentation appeared. DVRs allowed for time-shifted viewing, and the growth of the internet introduced a new way to consume media, though this was initially dominated by desktop computers.
  The Arrival of the Tablet: The Portable Screen
  The tablet market, largely launched by the Apple iPad in 2010, introduced a new paradigm: the personal, portable screen.
• Early 2010s: The initial concern was that tablets would “kill” the TV. However, early research from companies like Nielsen and eMarketer found a different reality. Instead of replacing TV, the tablet became a “second screen” device. People used iPads and other tablets while watching TV, for activities like social media, looking up information about the show they were watching, or playing games.
• Mid-2010s: Streaming services like Netflix, Hulu, and Amazon Prime Video started to gain widespread adoption. This was a critical turning point. Suddenly, tablets were no longer just for second-screen activities; they became a primary viewing device. This was especially true for younger demographics, who were more likely to consume content on their own schedule and on a personal device.
• Late 2010s to Present: The distinction between a TV and a tablet as a viewing device began to blur. As streaming became the new norm, the screen a person watched on became a matter of convenience.
• The TV: Retained its dominance for long-form, communal viewing, and high-quality experiences (e.g., watching a movie in 4K with a sound system, or hosting a sports-watching party).
• The Tablet: Became the preferred device for personal, on-the-go, and casual viewing. It’s ideal for catching up on a show in bed, watching a video on a commute, or letting a child watch a movie in the car.
  Current Trends and Data
  Recent data confirms the trends that emerged in the 2010s, with a clear generational divide in viewing habits.
• Overall TV Consumption: While traditional TV viewership has declined, overall “screen-based content consumption” has remained high or even increased. The audience isn’t leaving video; they are simply shifting where they watch it.
• Mobile and Tablet Growth: In many markets, particularly among younger demographics (e.g., 15-24 year-olds), time spent on mobile devices (including tablets and smartphones) has surpassed the time spent watching traditional TV.
• Streaming’s Dominance: Streaming services are the primary driver of this shift. They have made content accessible on any device, breaking the link between the show and the television set. As of 2025, streaming has reached a milestone, eclipsing the combined viewership of broadcast and cable TV in the U.S. for the first time.
• The TV’s Enduring Role: Despite the rise of tablets and smartphones, the television is far from obsolete. For older demographics, it remains the go-to device. The large screen, immersive audio, and ability to be a shared experience ensure that it will continue to be a central part of the media landscape for the foreseeable future.