13 Comments

Summary:

Networks continue to insist that online television viewing is additive, but I for one think there’s no way that will last long term. And for the first time ever in May, a significant portion of U.S.-based online viewers of prime-time episodic television shows failed to watch […]

Networks continue to insist that online television viewing is additive, but I for one think there’s no way that will last long term. And for the first time ever in May, a significant portion of U.S.-based online viewers of prime-time episodic television shows failed to watch part of those shows on television as well, according to Integrated Media Measurement. Fifty percent of online viewers consider watching prime-time network shows online a replacement for television viewing, the firm said.

As for the other half, 31.3 percent use streaming episodes as catch-up, while 18.7 percent watch streaming episodes to fill in episodes they missed or re-watch something they’ve already seen on TV. But there’s no demographic difference among the three groups — they all trend towards affluent, well-educated, 25- to 44-year-old Caucasian female professionals.

“The migration of consumption from one platform to another is only a matter of time,” was IMMI’s conclusion.

Up to 20 percent of episodic content viewing occurs online, according to IMMI. They arrived at that number by counting a bit differently than previous reports, which measure which portion of a group of consumers view content online — anywhere from 16 to 43 percent, according to research we’ve collected.

Here’s the PDF of the IMMI report, via paidContent. IMMI studied some 3,000 teens and adults and 14 prime-time shows from two major networks in the fall of 2007 and the spring of 2008.

  1. [...] of research that verifies that online-video consumption is eating into our television viewing time. Courtesy of NewTeeVee (who I’m quoting way too often since they became my top RSS on iGoogle) and the folks from [...]

    Share
  2. [...] NewTeeVee) If you’re new here, you may want to subscribe to our RSS feed or follow us on Twitter. Thanks [...]

    Share
  3. [...] execs who see online video as a mere supplement to TV had best wake up and smell the coffee. A new study shows that 50% of American online video viewers watch network shows online instead of watching them [...]

    Share
  4. While the report implies cannibalization, it is also possible that much or most of the online viewing is incremental. Why? Perhaps the online availability of the show generates trial that may not otherwise have occurred.

    Share
  5. ” I for one think there’s no way that will last long term. “

    I guess you haven’t spent any time on Zipityzap. There’s lots of great stuff that you just can’t get on cable or satellite. And we’re just at the tip of the iceberg.

    Share
  6. [...] Will computers replace TV sets? (new research says 20% of TV viewing is online, and most see streaming as a “TV [...]

    Share
  7. [...] given that only now are people starting to use their PCs and TVs for consuming content more interchangeably. An iPhone App Store-like product for TVs? Now that wouldn’t be so bad. Extending [...]

    Share
  8. [...] July, Integrated Media Measurement found that 50 percent of online viewers consider watching prime-time network shows online a replacement [...]

    Share
  9. [...] at bright flat light bulb like frame, which seems to be worse for your vision then television. It’s a clicking induced TV, that can take you to every channel you want and although they are called ‘WebPages’ there more [...]

    Share

Comments have been disabled for this post