TV Viewers Fall for Evil Plot
Phil Leigh
If you would like to learn the latest research about the audience for online video, this audio program is for you.
Last week the Pew Internet and American Life Project released new research concluding that online video is growing at a rapid rate and that a leading edge of users are migrating Internet viewing to the TV screens. The data is actually about four months olds, so we presume that market penetration has advanced even further. Among the findings are the following:
First, the popularity of video streaming websites such as YouTube and Hulu outranks many other headline snatching Internet pastimes such as social networking and Twitter. Whereas 62% of adults watched online video, only 46% participated in social networks and an even smaller 11% used Twitter.
Second, audience growth for online video streams has been swift. Over the 28 months from December ’06 to April ’09 the number of adults watching Internet video streams nearly doubled from 33% to 62%. Furthermore, an increasing proportion became habituated to watching every day. About one-third of those watching online videos view them daily as compared to only one-fourth in December ‘06.
Third, the practice of watching TV shows and movies online is growing at about a 100% annual rate. In April 35% of Internet users had viewed a TV show or movie online as compared to only 16% just over a year earlier in February ’07.
Fourth, a significant number of us are watching online videos on our televisions. Among those who watch TV shows and movies online, nearly one-fourth connected their computer to a television screen so they could view Internet video on their TVs. Pew estimates that 8% of all Internet users had made such connections as of April ’09 which equates to about 7.5 million users. Moreover, about 30% of males watching online TV and movies were doing so via the television as compared to only about 15% of females. Since men are often leading indicators of Internet technology adoption the 100% gender differential implies continued expansion of the practice.
Fifth, about one-third of those who have cut back on cable TV have “re-routed” their online video to the television.
