Online Video Continues to Gain Popularity, But Doesn’t Threaten Traditional TV

7:00 am on July 20, 2008 | Category: Business, Television, Web Services

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Internet video services won’t replace the traditional living room television set anytime soon, according to a recent study by Nielsen Co. and the Cable & Telecommunications Association for Marketing, which found that 94% of adult pay-TV subscribers prefer to watch programming on TV, rather than online.

The study found that, of the one third of respondents who watched television online, 87% had viewed one or more programs at a traditional broadcaster’s website. Far from replacing television, the primary motivation for using online video is catching up on missed episodes, with 82% of online viewers having done this at least once.

Nevertheless, the percentage of users who watch online video continues to grow at an impressive rate, with 14% of survey respondents watching full TV programs on their desktop computers, and 9% doing so on laptops. An even larger number of viewers use the internet to watch shorter clips, such as movie trailers and user-generated content.

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    Edited by Jeremy Maddock