21 percent of Super Bowl LIII viewers were forecast to watch the game this year, compared with 8.1 percent a year earlier, according to programmatic ad platform Adtaxi.
Other findings:
68% of viewers will simultaneously use another media platform to engage with Super Bowl-related content while watching. Most of them (78%) will use social media, while 30% will use group chats, 28% will visit sports websites and 15% will turn to online forums.
53% of viewers are most looking forward to the game itself, while 27% are looking forward to the commercials; 20% are most eager to watch the halftime show.
Cutting the Cord: 61% of Americans would not miss cable television if forced to give it up forever. In addition, 64% of cable subscribers have plans, at some point, to cancel their subscription in favor of streaming content digitally; 41% say they will do so within the next year
Reasons to Stream: 60% of those moving away from traditional cable in favor of streaming say their reason is to save money. Meanwhile, 43% want to watch on their own schedule, 43% like the option of binge watching, 36% want to avoid traditional TV commercials, and 27% prefer the content options on streaming platforms
Platform Popularity: Netflix is the most popular streaming platform (76%), followed by Amazon Prime Video (58%), Hulu (41%), YouTube TV (25%) and HBO Now (16%)
Device Popularity: Smartphones/mobile devices are the most popular way to stream (68%), followed by streaming devices connected to the TV, such as the Roku (60%), laptops (48%) and tablets/iPads (36%).