The majority (61%) of high speed Internet users watch/download online video content at least once a week and 86 percent do so on a monthly basis, compared to 45 percent and 71 percent respectively, in 2006, according to a new report from Horowitz Associates, Broadband Content and Services 2007.
News and user-generated content are the most viewed videos, followed by movie trailers, music videos, and previews/segments of TV shows. Weekly viewing of full episodes of television shows doubled from last year, with 16 percent of high speed Internet users watching TV online on a weekly basis.
Seventy percent of Internet users who watch TV shows online do so because they missed the episode on TV. Eighteen percent watch TV shows online a second time after having viewed them on TV and 20 percent watch TV shows online after someone else tells them about them. Only 13 percent of Internet users watch TV shows only online and not on regular TV.
Twenty-seven percent of Internet users have a cell, iPod/MP3 player, or PDA with video capability, and an additional 23 percent do not have this capability but are interested in getting it. Thirty-five percent watch video on their handheld devices at least weekly and 62 percent do so monthly. Eighteen percent of Internet users overall watch video on a handheld device at least monthly, up from 8 percent one year ago.
“There is a dynamic relationship between broadband access, broadband content and broadband consumption,” notes Howard Horowitz, President of Horowitz Associates, Inc. “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.”
