Horowitz Associates' just-released report, Broadband Content and Services 2007, tm reveals the rapid growth in consumption of broadband video among adult Internet users.
Here are some key findings from this research:
- 61% of broadband Internet users either watch or download online video content at least once a week
- 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study.
- 70% of Internet users who watch TV online say do so because they missed the episode on TV.
- 18% of these respondents say they watch TV shows online to watch them again after having watched them on TV.
- 20% watch TV shows online just when they happen to find them or when someone else tells them about them.
- 13% of Internet users who watch TV shows online say they watch them directly online, and not on regular TV.
- Over one quarter (27%) of Internet users have a cell, iPod/MP3 player, or PDA with video capability.
Broadband Video Consumption:
According to the 2007 report, a full, six out of ten (61%) high speed Internet users watch/download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows.
Indeed, reported weekly viewing of full episodes of television shows doubled from last year, with 16% of high speed Internet users watching TV online on a weekly basis.
NBC and ABC are the networks Internet users mention the most frequently for online TV content, with Grey's Anatomy being the most often mentioned TV program viewed online.
While consumption of broadband video has grown, the study shows that television is still the preferred platform for traditional TV content. The vast majority (70%) of Internet users who watch TV online say do so because they missed the episode on TV. About two out of ten (18%) of these respondents say they watch TV shows online to watch them a second time (after having watched them on TV), or that they watch TV shows online just when they happen to find them or when someone else tells them about them (20%). Conversely, one out of ten (13%) Internet users who watch TV shows online say they watch them directly online, and not on regular TV.
Video on Portable Devices:
Penetration of video-enabled handheld devices is on the rise; concomitantly, so is viewing of video content on these devices. Over one quarter (27%) of Internet users have a cell, iPod/MP3 player, or PDA with video capability, and an additional 23% do not have this capability but are interested in getting it.
Among those with video-enabled handheld devices, one-third (35%) watch video on their devices at least weekly and 62% do so at least monthly, translating to eighteen percent (18%) of Internet users overall who watch video content on a handheld device at least monthly. This figure is up from 8% just one year ago.
"There is a dynamic relationship between broadband access, broadband content and broadband consumption" notes Howard Horowitz, President of Horowitz Associates, Inc. "More and better broadband content— particularly entertainment content in video form— is bringing more consumers to the platform, either on their computers or on their handheld devices. This, in turn, creates an even greater demand for— and expectations regarding— broadband video. Importantly, the data suggest that broadband video is not cannibalistic to linear video, but rather, an enhancement to the consumers' "traditional" TV experience.”
About the Study:
Broadband Content and Services examines current levels of subscription, attitudes towards, and satisfaction with dial-up and high speed Internet services including cable modem, DSL, Verizon FiOS Internet, and wireless Internet services, as well as Internet usage for information, communications and entertainment. Also covered in this report is penetration of video capable and Internet capable handheld devices, and viewing of video content and Internet usage on handheld devices. This year's data are compared to previous waves to give a complete picture of how these technologies and their usage track over time.
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