Study: Online TV Watchers On The Rise
Nearly 16 percent of American households who use the Internet watch television broadcasts online and the number of entire episodes or shows viewed on the Web has doubled in the past year, the Conference Board said Monday.
Nearly 73 percent of online households use the Internet for entertainment purposes on a daily basis and an additional 15 percent search for entertainment several times a week, the board's study found. Viewers polled cited convenience and avoiding commercials as their top reasons for watching Web video.
Four out of five online viewers said watching shows online has not changed their traditional TV viewing habits, but a small percentage said time spent in front of the television has decreased.
Top methods for viewing broadcasts online are streaming and free downloads, officials said. Consumers also enroll in pay-per-download and subscription services, but the practice is less prevalent. About two-thirds stream online content and more than 40 percent download content for free.
The popularity of watching TV online will have "a huge impact on the way brands and advertisers communicate with viewers," said Shari Morwood of market research firm TNS, which helped prepare the report. "If advertisers can effectively leverage the online video platform, we should see much more interactivity and emotional connection between brands and the online TV viewing audience."
Read more about the report here.
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