New research by the Conference Board reveals that TV viewership online has nearly doubled since 2006, with nearly one-fifth of Internet homes watching TV online. According to the research, associated television channel websites and YouTube are the most popular destinations for these viewers. “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,” says Lynn Franco, Director of The Conference Board Consumer Research Center. Other interesting findings from the study include:
- Among online viewers, 43% watch news, 39% watch drama, 34% watch sitcoms, 23% watch reality shows, 16% watch sports, and 15% watch user-generated content
- Among the online viewers, 90% watch online broadcasts at home, 15% in the office, and 6% in other locations
Some of these findings are a little surprising to me. I guess I expected higher numbers. Reading this data makes me feel that all of the predictions of traditional television’s demise at the expense of the Internet are premature. The news is good for programmers, because their websites are the most popular destinations, meaning regardless of the method of distribution, they seem to be maintaining a relationship with viewers. Will that prompt them to try to bypass their distribution partners, including DBS, cable, and telcoTV?