Knowledge Networks Releases Online Viewing Report

MENLO PARK: Knowledge Networks reports that 21 percent of Internet users aged 13 to 54 are watching full episodes of TV programs online, up from 10 percent in 2006.

The data, from Knowledge Networks’ How People Use TV’s Web Connections, also points out that 65 percent of this group of "streamers: expect to be able to watch their shows on the device of  their choice. This preference crosses age barriers;  from 66 percent of teen "streamers" to 57 percent of those 50 to 54. Other key findings include that the use of third-party hosting sites like Hulu has doubled to 28 percent since 2007, but network TV sites are still the most common source of full episodes, especially for those aged 18 to 34.

A majority of streamers—87 percent—use these online sites to catch up on an episode they missed, while just 40 percent are watching previous-season episodes and only 18 percent are trying out a new show.

"Among streamers, there is no shortage of demand for TV network content, and Internet availability of full episodes increases their appetite for both online and traditional viewing of programs," said David Tice, the VP of client service at Knowledge Networks and director of The Home Technology Monitor. "This kind of access and control has become something streamers demand, and networks and sponsors alike reap benefits from the added engagement that full-program streaming creates."