Written by Liz Gannes
Posted Tuesday, July 29, 2008 at 2:41 PM PT

 

Report: Online Viewing Starts to Replace TV

Networks continue to insist that online television viewing is additive, but I for one think there’s no way that will last long term. And for the first time ever in May, a significant portion of U.S.-based online viewers of prime-time episodic television shows failed to watch part of those shows on television as well, according to Integrated Media Measurement. Fifty percent of online viewers consider watching prime-time network shows online a replacement for television viewing, the firm said.

As for the other half, 31.3 percent use streaming episodes as catch-up, while 18.7 percent watch streaming episodes to fill in episodes they missed or re-watch something they’ve already seen on TV. But there’s no demographic difference among the three groups — they all trend towards affluent, well-educated, 25- to 44-year-old Caucasian female professionals.

“The migration of consumption from one platform to another is only a matter of time,” was IMMI’s conclusion.

Up to 20 percent of episodic content viewing occurs online, according to IMMI. They arrived at that number by counting a bit differently than previous reports, which measure which portion of a group of consumers view content online — anywhere from 16 to 43 percent, according to research we’ve collected.

Here’s the PDF of the IMMI report, via paidContent. IMMI studied some 3,000 teens and adults and 14 prime-time shows from two major networks in the fall of 2007 and the spring of 2008.

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Comments & Trackbacks

  1. [...] of research that verifies that online-video consumption is eating into our television viewing time. Courtesy of NewTeeVee (who I’m quoting way too often since they became my top RSS on iGoogle) and the folks from [...]

    Will Video for Food » Televisions Obsolete. Online Video Takes Over. on July 29th, 2008 at 4:50 pm - Permalink

  2. [...] NewTeeVee) If you’re new here, you may want to subscribe to our RSS feed or follow us on Twitter. Thanks [...]

    TV content consumption online hits 20% on July 29th, 2008 at 6:10 pm - Permalink

  3. [...] execs who see online video as a mere supplement to TV had best wake up and smell the coffee. A new study shows that 50% of American online video viewers watch network shows online instead of watching them [...]

    50% of US Video Viewers Ditch TV on July 30th, 2008 at 12:14 am - Permalink

  4. While the report implies cannibalization, it is also possible that much or most of the online viewing is incremental. Why? Perhaps the online availability of the show generates trial that may not otherwise have occurred.

    Jarvis Mak on July 30th, 2008 at 12:45 am - Permalink

  5. [...] via NewTeeVee [...]

    Half of network TV online video viewers choose online over broadcast | digiculturetravelexpatasia on July 30th, 2008 at 1:06 am - Permalink

  6. ” I for one think there’s no way that will last long term. “

    I guess you haven’t spent any time on Zipityzap. There’s lots of great stuff that you just can’t get on cable or satellite. And we’re just at the tip of the iceberg.

    icarus on July 30th, 2008 at 4:51 pm - Permalink

  7. [...] Will computers replace TV sets? (new research says 20% of TV viewing is online, and most see streaming as a “TV [...]

    Ypulse Essentials: Reaching Tweens, Ford On Facebook, Broadway's '13' | Tween Girls On Line Magazine on August 2nd, 2008 at 2:24 am - Permalink

  8. [...] given that only now are people starting to use their PCs and TVs for consuming content more interchangeably. An iPhone App Store-like product for TVs? Now that wouldn’t be so bad. Extending [...]

    Do You Want Widgets on Your TV? - GigaOM on August 20th, 2008 at 2:00 pm - Permalink

  9. [...] July, Integrated Media Measurement found that 50 percent of online viewers consider watching prime-time network shows online a replacement [...]

    Web Video: Not Just for Kids, Going Mainstream « NewTeeVee on October 27th, 2008 at 1:30 pm - Permalink

  10. [...] at bright flat light bulb like frame, which seems to be worse for your vision then television. It’s a clicking induced TV, that can take you to every channel you want and although they are called ‘WebPages’ there more [...]

    Oh the Laziness « Jessicarhynaldswrap’s Weblog on October 31st, 2008 at 9:28 am - Permalink

  11. An Internet Poll asks: Have you switched from Cable to The Internet?

    In early results, 52% says they either stream or download shows, and a full 24% of those who responded answered “Yes! I’ve cut the cable and am a 100% internet TV watcher.”

    http://replacetelevision.wordpress.com/2009/03/21/have-you-switched-from-cable-to-the-internet-24-say-yes-another-52-say-some/

    Neurotic Nomad on March 23rd, 2009 at 10:45 am - Permalink

  12. [...] for a while that people use network web sites to catch up on missed episodes or even as an outright replacement for TV, and NBC found visitors used Rewind more heavily in the fourth quarter of 2008 vs. the same time [...]

    So Happy Together! NBC Finds People Are “Co-Viewing” Online on March 25th, 2009 at 1:07 pm - Permalink

  13. [...] Report Online Viewing Starts to Replace TV Posted by root 2 hours 51 minutes ago (http://newteevee.com) Networks continue to insist that online television viewing is additive 39 13 39 tween girls on line magazine on august 2nd 2008 at 2 24 am permalink http replacetelevision wordpress com 2009 03 21 have you switched from cable if your comment doesn 39 t sh Discuss  |  Bury |  News | Report Online Viewing Starts to Replace TV [...]

    Report Online Viewing Starts to Replace TV | Wood TV Stand on May 31st, 2009 at 5:05 pm - Permalink

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