NBC: Online Streaming Users are Younger, More Educated

February 1, 2007 World Screen

BURBANK, February 1: NBC.com has released new research on
its NBC Rewind streaming video player, noting that its users are younger and more
educated and feature a higher proportion of males than average TV audiences.

The research found that 78 percent of NBC online users have
streamed an episode they had missed on broadcast television. In addition, 26
percent have re-watched an episode after watching the linear broadcast and 34
percent used the online player to watch a show they had never seen before.

"Our viewers responded strongly to the streaming video
on our site," said Jeff Gaspin, the president of NBC Universal Cable
Entertainment, Digital Content and Cross Network Strategy. "Contrary to
conventional wisdom, consumers are ready to watch long-form entertainment on
the web and we plan on making more available. We're especially encouraged by
this research and believe that we've only seen the tip of the iceberg on this
new platform."

ADVERTISEMENT

Watch GoQuest Media’s Kuma (The Other Wife) in their Exclusive Showcase

Since NBC Rewind's debut on October 1, 2006, 6.9 million
unique users have streamed nearly 42 million full-episode videos. The average
time spent per visit to NBC Rewind in December 2006 was 35 minutes. Usage of
NBC Rewind helped make NBC.com the number one broadcast network website in
December 2006 and the third ranking television site overall, behind AOL TV and
MSN TV and ahead of Yahoo! TV and ABC.com, according to comScore Media Metrix.

The research also cited the effectiveness of ad-supported
streaming, with 81 percent of users recalling the pre-roll ads after two or
more exposures. And 72 percent agree that Rewind ads are less disruptive than
traditional advertising while over 40 percent agree that ads are “easy to
remember, seamlessly integrated and caught their attention.”

NBC Rewind currently provides full episodes of Heroes, 30 Rock,
Friday Night Lights, Las
Vegas, Studio 60 and My Name Is Earl. It will be adding further content this year, including
selected episodes of Grease: You're The One That I Want and The Apprentice.