Study: Especially younger viewers watching TV shows online
By Erina Lin, Wednesday 12 March 2008 at 21:08 :: World Digital Media Trends :: #1392 :: rss
According to the second annual study from Knowledge Networks on how viewers use Web sites to watch TV programmes, the percentage of people who watch TV shows on Web sites is not expanding, but those who use those sites tend to watch more programmes.
The study also found that younger viewers use such sites more often than older generations, and they are more willing to accept advertising during the programmes.
"In terms of usage, we saw almost no change year-to-year, in terms of the proportion of people who said they used a network Web site or watched a network programme online," said Dave Tice, vice president and group account director at Knowledge Networks and director of The Home Technology Monitor. The percentage remained at about 30 percent in the fall of 2007, which was almost the same as the previous survey conducted one year ago.
However, Tice pointed out that there has been an increase of online TV viewership among existing viewers.
"There's a group of people doing it, and they're doing it more, which is where the increase in traffic is coming from. It's not from more people using it," he said, according to Media Post.
In addition, generational skews were found among people using network and programme Web sites. Knowledge Networks pointed out that Generation Y is most likely to utilise the Internet to watch TV programming.
The study also found the younger users are more open to brands that sponsor the online TV programmes. Generation Y were 60 percent more likely to consider a brand that sponsored an online video of a TV programme, versus 50 percent for Generation X users and only 40 percent among Baby Boomers, Media Post reported.
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