61% high speed Internet users watch/download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study, according to a new study by Horowitz Associates. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows. Weekly viewing of full episodes of television shows doubled from last year, with 16% of high speed Internet users watching TV online on a weekly basis.
NBC and ABC are the networks Internet users mention the most frequently for online TV content, with Grey's Anatomy being the most often mentioned TV program viewed online. While consumption of broadband video has grown, the study shows that television is still the preferred platform for traditional TV content. The vast majority (70%) of Internet users who watch TV online say do so because they missed the episode on TV. 18% of these respondents say they watch TV shows online to watch them a second time (after having watched them on TV), or that they watch TV shows online just when they happen to find them or when someone else tells them about them (20%). Conversely, 13% Internet users who watch TV shows online say they watch them directly online, and not on regular TV.
Penetration of video-enabled handheld devices is on the rise; concomitantly, so is viewing of video content on these devices. 27% of Internet users have a cell, iPod/MP3 player, or PDA with video capability, and an additional 23% do not have this capability but are interested in getting it. Among those with video-enabled handheld devices, 35% watch video on their devices at least weekly and 62% do so at least monthly, translating to 18% of Internet users overall who watch video content on a handheld device at least monthly. This figure is up from 8% just one year ago.
There is a dynamic relationship between broadband access, broadband content and broadband consumption. More and better broadband content, particularly entertainment content in video form is bringing more consumers to the platform, either on their computers or on their handheld devices. This, in turn, creates an even greater demand for and expectations regarding broadband video. Importantly, the data suggest that broadband video is not cannibalistic to linear video, but rather, an enhancement to the consumers' "traditional" TV experience".
Television Statics
69% of Americans think PCs are more entertaining than TV
47% more engage with TV ads online
17 mln IPTV subscribers in China by 2011
90% of US cable operators offer HDTV
165.3 mln LCD TVs to sell in 2011
1.2 bln HDMI-enabled devices by 2010
Consumer electronics sales to grow 6.1% in 2008
Americans choose smaller 1080p TV over a larger 720p
80% of TiVo owners and 82% of other DVR owners likely to skip commercials
48% of US households aware of digital TV transition
US DVR penetration is at 20%
More than 50% of US households have digital TVs
38% of US consumers watching TV shows online
Ad engagement for online shows is 25% higher than TV shows
12.1% of Americans have 2+ HDTVs
US HDTV sales to top $65 bln by 2009
1080p LCD TV to generate $75.4 bln in 2011
30% of cable subscribers would drop cable if shows were available over broadband
Japanese and Americans watched 4.5 hours of TV a day in 2006
Digital television to reach 64% of US households by 2008
771k LCD TVs with backlight to ship by Q4 2008
52% of urban males do not get enough international content on their TV
78% of mobile TV users are in Asia-Pacific
34-inch plasma display panels ASP to decline to $124 by 2011
13.7% of Americans have HDTVs
by KenRadio
Jan 15th, 2008
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