Online TV viewing has been increasing in popularity. About one- fifth of American households who use the Internet watch television online, double the number from 2006, The Conference Board and TNS said today.
Being able to watch content on their own time and their own convenience are the main reasons people go online. Other reasons include skipping commercials and portability. About 72 percent of households log on for entertainment purposes daily, and in one in ten cities entertainment is the most popular Internet activity.
“Most consumers are pressed for time and require flexibility in their daily schedules and TV viewing habits,” says 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.”
The most popular types of programming viewed online are news, drama, comedy, reality shows and sports, with user generated content trailing close behind. Among people connecting to online programming, 43 percent view the news, 39 percent watch dramas, 34 percent watch comedies, 23 percent watch reality shows, 16 percent view sports, and 15 percent view user generated content.
Other categories attracting viewers include previews, additional content from popular shows, soap operas and advertisements.
Almost nine out of ten online TV viewers watch online broadcasts at home. About 15 percent watch at work, and 6 percent watch TV online from other locations, including the library or a friend’s home.
“The shift from appointment TV to content on demand is well underway,” says Michael Saxon, Senior Vice President, Brand and Communications, TNS.
“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.”
The most common ways to watch broadcasts online are streaming video, used by 68 percent of online TV viewers, and free download, used by 38 percent of viewers.
The most popular online destination for broadcasts are the official TV channel homepage, visited by 65 percent of viewers, and YouTube visited by 41 percent of viewers. Other sites used for access include iTunes, Hulu, file sharing sites, social networking sites and Limewire.
The report is based on a quarterly survey of 10,000 households.
