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Study: 45 Million People Watch TV, Original Programs Online Monthly

29 Apr, 2013 By: Erik Gruenwedel

About 45 million Americans, or 19% of the domestic 238.5 million adult population, watches repurposed TV shows and original video programs online on a monthly basis, according to new data from the Interactive Advertising Bureau (IAB) from research firm GfK.

In a survey of more than 2,400 people conducted online March 19-23, the study found that respondents favored watching primetime TV shows and original programming over the Internet on their own time schedules and connected devices.

Indeed, the report found that one-third (33%) of the U.S. population has watched a TV show or original video program online, compared with 38% who have watched a user-generated video. One-in-nine viewers (26 million) watched an original online video the previous day, compared with one-in-10 who watch at least once a week.

Preferred viewing devices included desktop computers (39%), Internet connected TVs (27%), smartphones (26%), and tablets (23%). The study found that the majority (89%) of original online video viewing happens at home. The same goes for the viewing of user-generated content (88%) and repurposed TV programming online (93%).

Online video sources included Netflix, Hulu, Amazon and TV network websites, among others.

“It is particularly telling that this kind of programming is attracting a large following – 45 million already – while also bringing viewing experiences and ad receptivity that compare favorably with regular TV [broadcasts],” said Sherrill Mane, SVP of research, analytics and measurement with IAB.

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