ONE IN FIVE INTERNET USERS 13 TO 54 WATCHES FULL TV PROGRAMS ONLINE; FIGURE HAS DOUBLED IN TWO YEARS
Across generations, streamers expect access to TV programs on "device of my choice," says new Knowledge Networks report
Menlo Park, CA; February 12, 2009: One in five (21%) Internet users ages 13 to 54 now accesses streaming video to watch full episodes of TV programs – up from 10% in 2006, according to a new report from Knowledge Networks. Two-thirds (65%) of these "streamers" say they "expect" to be able to watch their favorite shows on "the device of my choice" – an expectation that reaches across generations, from 66% of teen "streamers" (ages 13 to 17) to 57% of those 50 to 54.
How People Use® TV's Web Connections, from The Home Technology Monitor™, is now in its third year, detailing consumers' changing use of and attitudes toward television network content on the Internet. The report shows that, among 13-to-54 streamers of TV network content,
- use of third-party hosting sites (such as Hulu) to access TV network video content has doubled since 2007, from 14% to 28%
- the networks' own websites are still their most common source of network content, with the highest level being among streamers ages 18 to 34 (68%)
- 87% say they view full TV programs online so that they can "watch a current episode that I missed" – more than double the proportion (40%) who are watching "older" or "last season" episodes – and 18% say they are "trying out a new program"
- 30% have forwarded a link to network content to somebody they know – and almost half (44%) say they have received a link to network content from a family member or friend
Making full TV episodes available online also creates good will – for networks and sponsors alike; 86% of 13-to-54 streamers said they are more engaged with programs that they can watch on the Internet – up from 78% in 2006. And 66% said that having access to complete episodes increases their consideration of sponsoring brands, compared to 58% in 2006.
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"Among streamers, there is no shortage of demand for TV network content, and online availability of full episodes increases their appetite for both online and traditional viewing of programs," said David Tice, Vice President 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 both reap benefits from the added engagement that full-program streaming creates."
How People Use® TV's Web Connections 2009 explores how today's audience is connecting with the enhanced and improved offerings on TV networks' websites, such as blogs, games, voting, podcast, and, of course, video. The third wave in an annual study, the report shows three-year trends in usage levels of various website features, and asks users of these features if they think each increases their involvement in a program or their consideration of a sponsor. Trends in usage of all network-originating streaming and downloaded video are also included.
The study was conducted among Internet users age 13 to 54 using KN's KnowledgePanel®, which is the only online research panel recruited using a probability sample. Over 1,900 persons were interviewed, including 1,700 broadband users.
Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel.
