Study: 43 Percent of Online Users Watch TV Shows Over the Internet

TORONTO, February 5: A new
report from Solutions Research Group’s Digital Life America has found that of
all Internet users in the U.S., 43 percent—80 million—have watched
one of their favorite TV shows on the Internet, up from 25 percent one year
ago.

Additionally, survey
respondents indicated that 20 percent of the online population in the U.S.
watch TV online on a weekly basis, compared to just 14 percent of respondents
who say they take advantage of cable’s VOD offerings.

The top reason respondents
cited for watching videos online was “To watch a specific show,” accounting for
21 percent of all respondents’ visits to the websites of major networks in
November 2007, the month the study took place. The top network shows viewed
online included Heroes, Grey's
Anatomy, Dancing with the Stars, Ugly Betty, Chuck, CSI, House,
Kitchen Nightmares, Smallville and Gossip Girl.

The report also revealed a
large number of time-shifted viewing overall, including DVR, broadband, mobile
or similar means. Of the respondents who viewed one of the leading 20
prime-time shows in the past 24 hours (titles including Grey’s Anatomy, House,
Survivor: China and 17 others),
answers revealed that 25 percent of all prime-time program viewing was time
shifted. An even higher rate is apparent in the 18-to-34 demographic, with
one-third saying viewing was time shifted.

While the online audience
has grown, DVR is still the leading means of time shifting. Among 18-49
households with a DVR, 55 percent of the leading 20 shows’ viewing was time
shifted. The study also revealed that if a household has both a DVR and
broadband, DVR is the preferred means of time shifting. Furthermore, users have
become more aggressive in skipping commercials, with 65 percent responding that
they “always” skip commercials, compared to 52 percent a year ago.

The findings come from a
Digital Life America tracking study conducted quarterly by Solutions Research
Group. The company interviewed 1,150 Americans aged 12 and older in November
2007, in time for fall sweeps.

—By Ned Berke