Forrester: One Quarter of Web Users Watch Online TV Shows

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Do you Hulu? You’re not alone, though you could probably still be called an early adopter. Some 25 percent of U.S. online consumers in a recent survey told Forrester they now watch TV online, up from 20 percent last year. And 13 percent of the same group said it watches TV online at least once per month, up from 9 percent in 2008.

ForresterConsumerBehaviorBut watching television on an actual TV is still a rock of stability. Online consumers spent 13 hours per week watching TV offline, according to Forrester, a number that’s been virtually unchanged for the last five years.

Forrester separated out watching TV online from watching other kinds of video by asking users if they watched the type of content that runs on ABC.com and Joost. So that means some respondents could have interpreted the question to include the original online productions that run on such portals.

Stats like this come out every day, so why should you care? Forrester’s consumer survey is impressively massive — the firm corresponded with 53,668 U.S. and Canadian households and individuals aged 18 and older in February and March 2009.

For further reading, see Nielsen’s (1 2 3) and Leichtman Research Group’s research on consumption trends.

9 Comments

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spreety

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Wizeguy

“So that means some respondents could have interpreted the question to include the original online productions that run on such portals”

The future of internet TV is NOT video from HULU or jumping from one website to another. It is going to be live as broadcast from one website. It will be wiresless, interactive, iPhone capable, have VOD, archives to call up missed shows & more.

Simon Mackie

Liz, do you have similar stats for the UK and other territories? It might be interesting to compare growth in the UK (with BBC’s iplayer, promoted very heavily on the network)

Liz Gannes

@Simon – the iPlayer stats are pretty impressive from what I’ve seen, but I don’t know of a direct comparison to this study. If you find it I’ll definitely write it up!

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