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Report: Online Video Not Supplanting TV

28 Feb, 2007 By: Erik Gruenwedel

Despite the number of Internet-equipped homes and rise in broadband connectivity, a vast majority of adults in the United States still watch more television than online videos.

In a study released by the Leichtman Research Group (LRG), just 4% of 1,250 respondents over 18 watched online videos on a daily basis and 14% watched at least once a week, up from 11% from a survey conducted nine months ago.

By comparison, 93% of adult respondents watched at least an hour a day of TV programming. About 8% of respondents said they watched more video and less TV.

In a separate study, LRG reported that nearly 50% of the 24 million U.S. households with HDTV don't watch HD programming due to a lack of a digital connection and confusion over what constitutes HD content.

Among online video viewers, males 18-34 years old dominated the space with 41% watching videos on a daily basis, including 66% who watch YouTube and other user-generated content sites.

“As with most forms of media and entertainment, online video is following the traditional ‘heavy hand' model of a minority of users driving the majority of the usage,” said Bruce Leichtman, president and principal analyst for LRG. “Rather than replacing TV, in the near-term, emerging video services like online video are best viewed as opportunities to complement and augment traditional TV viewing options.”

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