A recent study by Nielsen has revealed that TV viewers are increasingly watching programs on their own schedule and are streaming video through a computer or on their smartphones.
The study has found that an average American consumer owns four digital devices and majority of US households own high-definition TV sets, Internet-connected computers and smartphones, CBS News reported.
It has also been revealed that nearly half of the population owns digital video recorders and gaming consoles.
According to the study, time-shifting of television content grew by almost two hours, averaging 13 hours per month and viewers averaged nearly 134 hours of live TV viewing a month in 2013.
Nielsen has found that an average consumer spends about 60 hours a week viewing content across various platforms and 84 percent of smartphone and tablet owners say they use their devices as second screens while watching TV.