- Online video (including broadband video at work and in the home) was shown to add to overall video viewing more frequently than it replaced traditional television viewing in the home, representing a net audience gain to total television viewing. Thirty-three percent of those surveyed indicated that watching video over broadband Internet increased their television viewing time, vs. 13 percent who indicated it decreased their traditional television viewing.
- An additional thirty-two million lighter broadband video users report being open to more TV programs via the Internet. Further, consumers indicate that greater awareness of where to find the videos they're seeking, better navigation interfaces, and the increased availability of more high-profile television programs online could significantly drive future broadband video content use over the long-term.
- Based on respondent feedback, widespread consumer use of broadband video seems to be contingent on Internet platform video content becoming more easily accessible via home television sets. At that point, consumers say, Internet video fare could assume its place as another source for content on demand.
- ABC.com was the leader across all broadband viewer visits to television network Web sites, while Yahoo! Movies was the leader in the movies category.
"The growing popularity of broadband video programming makes it vital to better understand its true impact on the viewership of and engagement with television," said CTAM President and CEO Char Beales. "This research provides an unprecedented look at how consumers are making television viewing decisions as well as which consumers are more likely to embrace broadband content in the future."
"Linking television viewing data with Internet usage behavior goes far beyond what traditional survey-based research methods can offer to help content providers best manage the growth of television and broadband video platforms," said Paul Donato, Chief Research Officer of The Nielsen Company. "The fusion of these discrete Nielsen data sets into a single, unified analysis provides the most complete benchmark of broadband content viewing behavior to date."
"There have been major changes over the last 30 years in how television is consumed-the remote control, portable TV, time shifting DVRs-but one of the most dramatic promises to be television via the Internet," said Tim Brooks, Research Committee liaison to the CTAM Board of Directors and Executive Vice President, Research, Lifetime Television. "This new study helps us understand the impact of this radically new method of distribution both as it is now, in its infancy, and how it is likely to unfold over the next few years."
