A new study into New Zealand's television habits has revealed that Kiwis watch more than 23 hours of television a week -- and that doesn't take into account the time spent on devices.
Although mobiles are becoming increasingly more prominent, Nielsen's New Zealand multi-screen report shows that 3.2 million Kiwis have their eyes glued to television sets for nearly an entire day per week.
Despite technology that allows Kiwis to record and watch television content at a later date continues to grow, 90 percent of broadcast television viewing is live.
Nielsen New Zealand executive director Caroline Atford says people are using their television sets more than ever.
"They are either watching broadcast content or using it for other purposes, such as gaming and browsing the internet, for an average total of five hours a day in 2015," she said.
As well as the huge portion of time Kiwis spend plonked in front of their TVs, time spent online is also increasing as the internet plays an increasingly important role in our lives.
New Zealanders also use the internet for 15 hours a week, and with the rising prominence of internet-based television, the two platforms are becoming more converged.
"Savvy content providers have recognised supplementing traditional TV by integrating content across connected devices delivers to consumer demand to watch content anytime, anywhere, on any screen," Ms Atford said.
The most popular alternative devices for viewing television are laptops at 39 percent, followed by mobile phones (27 percent) and tablets (18 percent).
Fifteen to 29-year-olds watch more television on devices than any other demographic, but their main method of watching video content remains on their television screens.