老式无线电视在美国重新火了，为什么

约七分之一的美国家庭收看的是老式无线电视节目，对“断了网”却仍然想追踪本地新闻和电视内容的前有线电视用户来说，这样的选择越来越具有吸引力。

市场研究机构尼尔森公司的新数据显示，无线电视在所有美国家庭中占的比重经从2010年的9%升至14%。同时，消费市场研究公司Leichtman Research Group的调查表明，订购有线或卫星电视节目的美国家庭占比在2010年达到88%的最高点，此后下滑到了79%。要收看免费无线电视节目，只需要在家里添置一个成本不超过50美元的天线，这吸引了很多因为价格过高而放弃有线电视的消费者。

但尼尔森公司指出，无线电视受众由两个截然不同的群体组成——其中约40%的家庭不会在互联网上观看其他视频。此类家庭成员年龄偏大，平均为55岁，他们拥有智能手机和平板电脑的可能性也低于一般家庭。其中仅27%的家庭是父母和子女同住，能上网并且拥有在线视频观看设备的只占20%。

另外约六成家庭则在收看无线电视的同时订购了Netflix和Hulu等在线视频服务。他们的平均年龄只有36岁，而且拥有更多联网设备。其中52%的家庭有孩子，86%可以在家观看在线视频。娱乐公司正在争相为这些受众提供更多的选择，其中苹果公司和迪士尼等预计将在今年推出自己的流媒体视频业务。

这两个群体在无线电视观看时长方面也有不同。尼尔森公司称，没有在线视频可看的家庭平均每天收看无线电视的时间几乎达到五个小时，这并不意外。相比之下，可使用在线视频服务的家庭平均每天只有大约一个半小时在看无线电视。

在观看网络视频的家庭中，不看无线电视的家庭数量较少但正在增长，另外他们会通过谷歌的YouTube TV或AT&T的DirecTV Now等服务在网上收看当地电视台的节目。尼尔森公司称，截至2018年5月，只有约1%的美国人，或者130万个家庭采用这样的方式。（财富中文网）

译者：Charlie

审校：夏林

About one in seven American households is watching old-fashioned, over-the-air television broadcasts, an increasingly appealing choice for former cable customers who have “cut the cord” but still want to catch up with their local news and network stations.

The new data from market research firm Nielsen shows that over-the-air viewing increased to 14% of all homes last year from 9% in 2010. At the same time, the percentage of households subscribing to cable or satellite TV peaked at 88% in 2010 and has since sunk to 79%, according to surveys by the Leichtman Research Group. Catching free over-the-air broadcasts simply by adding an antenna that cost $50 or less likely appeals to many cord cutters who dropped cable TV because it was too expensive.

But there are two distinct groups watching broadcast TV, Nielsen said. About 40% of over-the-air viewing households watch no other video services from the internet. These households skew older, with a median age of 55, and are less likely to own smartphones and tablets than the average house. Only 27% have children in their home and only 20% have an internet connection and devices capable of watching online video services.

The other 60% or so of over-the-air viewing households also subscribe to online video services like Netflix and Hulu. They have a median age of just 36 and own more connected devices. And 52% have children and 86% have online video accessibility at home. The entertainment industry is rushing to create more options for these viewers, with Apple, Disney, and others expected to debut their own streaming services this year.

The two viewing groups also differ by how much over-the-air TV they watch. Not surprisingly, the homes without online video alternatives watch almost five hours of broadcast TV per day on average, Nielsen said. The homes that also have online video services, by contrast, watch only about one and one-half hours of broadcast TV per day.

Within the group that watches online video, a small but growing number of households don’t watch over-the-air TV, but instead catch their local channels online via services like Google’s YouTube TV or AT&T’s DirecTV Now. So far only about 1% of Americans, or 1.3 million households, watch that way as of May, 2018, Nielsen said.