The consumption of on-demand media continues to increase, according to new research from KPMG. According to the consulting firm’s Media and Entertainment Barometer, consumers (at least in the U.K.) are spending more time consuming digital and non-traditional media, with growth in streaming video and strong growth in video on demand over the last six months.
KPMG reports that the average monthly consumption of traditional media rose from 11 hours and 40 minutes in September 2009 to 12 hours and 13 minutes in March 2010. But digital media consumption jumped pretty dramatically in that time, from 6 hours and 14 minutes to 7 hours and 28 minutes over six months.
Interest in watching VOD programming increased during the period, with the number of respondents viewing VOD increasing from 19 percent in September to 24 percent just six months later. The number of respondents that viewed online video also increased, from 14 percent to 16 percent between the surveys. While the number of people who streamed content online increased, it’s still a fairly niche activity — respondents were six times more likely to watch traditional TV than to view them online. (And remember, this is in the U.K., where the BBC makes all its TV shows available through the iPlayer.)
Moreover, most respondents said they favored watching TV the old fashioned way. Only 26 percent said they favored online viewing, compared to 43 percent that preferred offline viewing and another 31 percent that said it didn’t make a difference. For those that did prefer online viewing, however, the vast majority — 93 percent — cited the availability of on-demand content as the reason they watched TV shows online. The ability to get content free was the second-most important reason, at 80 percent.
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