Signaling an accelerating shift in the digital video market consumer behavior, the percentage of consumers who prefer watching TV shows on television sets plummeted by 55 percent over the past year, from 52 percent to 23 percent, according to findings from the Accenture (NYSE: ACN) 2017 Digital Consumer Survey.

The global online survey of 26,000 consumers in 26 countries* reveals that consumers increasingly prefer to watch TV shows on devices such as laptop and desktop personal computers and smartphones. More than four in 10 consumers (42 percent) said they would rather view TV shows on a laptop or desktop, up from 32 percent in last year’s survey. Thirteen percent said they prefer watching TV shows on their smartphones, compared with 10 percent last year.

The decline in TV viewing over the past year tracks with a four-year trend. As recently as 2014, the survey revealed that nearly two-thirds (65 percent) of consumers preferred the TV set for viewing TV shows.

“The dominance of the TV set as the undisputed go-to entertainment device is ending,” said Gavin Mann, global managing director for Accenture’s broadcast business. “While a great number of people still watch plenty of TV shows on TV sets, our research uncovers a rapid acceleration in their preference for viewing on other digital devices — especially laptops, desktops and smartphones.”

The report reveals a particularly steep decline over the past year in the percentage of India’s consumers who prefer to view TV shows on TV sets. That percentage dropped 78 percent, from 47 percent to 10 percent. In the United States, the number fell 57 percent (from 59 percent to 25 percent), and the U.K. it dropped 55 percent (from 56 percent to 25 percent).

“Driving this rapid shift in consumer preferences is the growing convenience, availability and quality of more personalized and compelling content on laptop and desktop personal computers and smartphones,” Mann added. “The massive and accelerating push by communications and media companies to provide ubiquitous content – TV everywhere including over-the-top – has empowered consumers to access high-quality content across multiple devices.”

While consumers increasingly prefer to watch TV shows on laptops and desktops, the smartphone is becoming the preferred device for watching short video clips. In the most-recent survey, more than one-third (41 percent) of consumers said they would rather view these clips on their mobile handsets, a substantial increase from 28 percent last year. In contrast, the number of consumers who said they would rather watch video clips on their laptops and desktops dropped slightly, from 47 percent to 44 percent over the last year, while the number who said they prefer to view these clips on their TV sets dropped even more, from 16 percent to only 5 percent.