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Broadband Video Grows; TV Preferred
Shahnaz Mahmud reports:
As much as 86 percent download on a monthly basis, according to the Broadband Content and Services 2007 study by market research and consulting company Horowitz Associates.
These figures are up from 45 percent and 71 percent, respectively, that were released in the 2006 study.
Horowitz Associates found that news and user-generated content (non-professional) are the highest-viewed genres, followed by movie previews, music videos and segments of television shows.
The study found that NBC and ABC were the networks most associated with online TV content, and ABC's Grey's Anatomy the most-mentioned program viewed online.
Horowitz Associates also found that weekly viewing of full episodes of TV shows doubled from last year's study, with 16 per cent of high-speed Internet users watching TV online weekly.
But, while broadband video consumption is on the rise, the study determined that traditional TV remains the preferred platform. Seventy percent of Internet users (survey respondents) who watch TV online said they did so because they missed the episode shown on television. Roughly 18 percent said they watch television shows online to watch them again, having first viewed the program on TV. About 20 percent said they watched programming online when they happen to find them or if someone told them about a particular show they could view online.
Said Howard Horowitz, president of Horowitz Associates: "There is a dynamic relationship between broadband access, broadband content and broadband consumption. More and better broadband content, particularly entertainment content in video form, is bringing more consumers to the platform, either on their computers or on their handheld devices.
This, in turn, creates an even greater demand for, and expectations regarding, broadband video. Importantly, the data suggest that broadband video is not cannibalistic to linear video, but rather an enhancement to consumers' traditional TV experience."
The online survey, conducted Sept.-Oct 2007, polled 1,008 18+ U.S. home Internet users.