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Report: One-Fifth of Web-Ready Americans Watch TV Online

8 Sep, 2008 By: Chris Tribbey

The results of a joint TNS and The Conference Board report looking at the habits of roughly 10,000 households shows one-fifth of all Internet-using American households are watching TV broadcasts online.

That figure, which is about double the number of Internet households watching TV shows online in 2006, shows content owners are responding to consumer demand.

“Most consumers are pressed for time and require flexibility in their daily schedules and TV viewing habits,” said Lynn Franco, director of The Conference Board Consumer Research Center. “Being able to watch broadcasts on their own time and at their convenience are clearly reasons why we are seeing a greater number turning to the Internet. And, it is the reason why we would expect to see this trend continue.”

Michael Saxon, SVP of brand and communications for TNS, added, “The shift from appointment TV to content on demand is well underway. Fundamentally, consumers expect content to be available when they want it, and on the screen of their choice – TV, PC or mobile. For consumers, PCs enhance content on demand from simply time-shifting to place-shifting. Online content can be viewed in any room in the house, or at work or school.”

Consumers are mostly sticking to news, dramas, comedies and sports, the survey shows, and nine out of 10 respondents said they were watching content almost exclusively at home.

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