Online TV watching has more than doubled in the U.S. over the last two years, according to a report from The Conference Board and TNS.
Nearly one-fifth of American households with Internet access use it to watch television broadcasts online. The ability to watch programming at their convenience is the motivation for many users, the report found. Other reasons include avoiding commercials as well as portability. Nearly 72% of online households log on for entertainment on a daily basis.
“Most consumers are pressed for time and require flexibility in their daily schedules and TV viewing habits,” said Lynn Franco, director of The Conference Board Consumer Research Center, in a release. “Being able to watch broadcasts on their own time and at their convenience are clearly reasons why we are seeing a greater number turning to the Internet. And, it is the reason why we would expect to see this trend continue.”
Of those viewing TV online, 43% tune into the news, 39% prefer drama, 34% view sitcoms, 23% watch reality shows, 16% view sports, and 15% view user-generated content.
Close to 90% of online viewers watch broadcasts at home, and about 15% watch in the office.
“The shift from appointment TV to content on demand is well underway,” said Michael Saxon, senior vice-president, brand and communications, TNS. “Fundamentally, consumers expect content to be available when they want it, and on the screen of their choice: TV, PC, or mobile.”
And while 65% of survey respondents said they view broadcasts on the programming’s TV channel homepage, 41% use YouTube.com. Other sites used for access include iTunes, Hulu, file sharing sites, social networking sites and Limewire.
The Consumer Internet Barometer is based on a survey of 10,000 households.
