A new study finds 54% of broadband Internet users watch TV content streamed or on an alternative platform weekly. Non-traditional viewing now accounts for 10.8 hours a month, or 7% of total viewing time, with 149.4 hours still dedicated to traditional TV.
Horowitz Associates’ Multiplatform Content & Services 2011 says 18-34 year-olds spend substantially more time with TV content across all platforms. Incidence of non-traditional TV viewing is higher among young adult broadband Internet users, with three-quarters (74%) of 18-34 year-olds doing so weekly— accounting for 10% of their total viewing time. Broadband users 18-34 who watch on non-traditional platforms also spend more time with traditional TV, reporting an average of 167.7 monthly viewing hours—18+ hours more than average.
On non-traditional platforms, YouTube remains the most popular destination. Study findings suggest, however, that TV brands developing a strong online and mobile presence can translate their success to new platforms. ESPN is the most frequently mentioned destination for sports on the PC/laptop and on mobile devices. CNN (closely followed by YouTube) is the main destination for news, as is HBO/HBO GO for those who view premium TV content.
As business and revenue models for non-traditional platforms evolve, the study suggests an increase in customers’ receptivity to online advertising. Among broadband Internet users, self-reported incidence of clicking on banner and pop up ads increased by 127% since last year.
Content is content, and whomever owns it is going to get eyeballs and ad support for it, regardless of the way it is distributed. Many of the spots created for traditional TV are the same spots that roll into mobile and online TV programming. The money still gets spent on the traditional network and production company content holders, many of which are current networks that have migrated programming online. The losers in this migration may well be the cable operators and satellite companies from folks cutting the cord. For instance, Time Warner Cable just lost 128,000 video subscribers in its residential services in Q3.
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