Nielsen Estimates 116.3 Million TV Homes in the United States; U.S. Television Viewers Watch Average of 17.5 Channels

Both the universe of U.S. television homes and the potential TV audience in those homes continue to grow. According to Nielsen’s 2015 Advance National TV Household Universe Estimate (UE), there are 116.3 million TV homes in the U.S., up 0.4 percent from the 2013-2014 estimate of 115.6 million. Nielsen estimates that nearly 296 million persons age 2 and older live in these TV homes, an increase of 0.5 percent from last year.

Nielsen uses U.S. Census Bureau data and auxiliary sources, such as state governments, to arrive at Advance TV UEs in early May before the television industry’s upfronts. It then distributes final UEs before the start of each TV season.

The 2015 National UEs reflect 1) real changes in population since last year and 2) updated TV penetration levels, differentially calculated for qualifying market break and age/sex demographic categories.

“This year’s Advance National TV UEs are as we expected,” said Pat McDonough, SVP Insights and Analysis, Nielsen. “We saw smaller shifts in population changes when compared to last year, especially among ethnic populations. The Advance UEs are largely stable demonstrating that television viewing remains very strong. This year marks the second upfront season since Nielsen expanded the definition of a TV household to include viewing from new broadband-only homes and additional sites in current homes. We continue to work with our clients to understand any impact that including this small-but-growing segment has had on the data.

Meanwhile, the proliferation of devices for consuming content has enabled more choices than most Americans can count. But the “problem” of having too many options—including a growing expanse of content—doesn't seem to be having an impact on our TV viewing preferences.

According to Nielsen's forthcoming Advertising & Audiences Report, the average U.S. TV home now receives 189 TV channels—a record high and significant jump since 2008, when the average home received 129 channels. Despite this increase, however, consumers have consistently tuned in to an average of just 17 channels.

This data is significant in that it substantiates the notion that more content does not necessarily equate to more channel consumption. And that means quality is imperative—for both content creators and advertisers. So the best way to reach consumers in a world with myriad options is to be the best option.