The number of U.S. households watching TV online has increased 20 percent from last year, according to a new report by The Conference Board and TNS.
Nearly 80 percent of consumers go online daily for entertainment. Entertainment was cited as one of the most important Internet activities, behind only personal communication and work related activities.
Lynn Franco
Director of Consumer
Research Center,
The Conference Board
Consumers are moving away from traditional TV viewing, preferring to watch programs whenever they choose. Being able to view favorite shows at any time, along with personal convenience, are the two major reasons given by more than half of people watching TV online.
“Online viewing allows users to watch TV on their own schedule, catch up on missed content and focus on their favorite programs,” said Lynn Franco, Director of The Conference Board Consumer Research Center.
“As a result, about 20 percent of consumers say their traditional TV viewing has declined.”
Shows focused on news are the most popular online programs, watched by 43 percent of Internet users. Sitcoms, comedies and dramas are watched by 35 percent, while 19 percent of online TV viewers prefer reality shows and 18 percent follow sports. Other forms of online content include previews, user-generated content, additional content from favorite shows, soap operas and advertisements.
Two-thirds of all online TV viewers access their favorite programs through streaming video, while 41 percent access programs via free download. Nine out of ten online viewers watch online TV from their home. On out of ten watch online TV at work.
More than two-thirds of online TV viewers access content through the official TV channel’s homepage. YouTube is in second place, accessed by 42 percent of online TV viewers. Hulu has seen an increasing gain in popularity, with its usage growing from 8 percent of households in 2008 to 32 percent this year.
“The rise of Hulu is not just a coincidence,” said Bernard Brenner, Senior Vice President, Innovation & Product Development at TNS.
“Hulu and other online TV viewing options have created a user experience equivalent to how people self categorize content – sorting by brand, genre and popularity. This user experience, along with a deep library of branded content, has created a service that continues to resonate with users.”
