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What it is:
CBS Vision looks at how the digital age is allowing people to watch more and get more out of their TV viewing experience.
Key insights:
- 38% of adults live in fully connected households (digital TV and broadband)
- Internet video is now mainstream with 30.2% of all individuals watching
- 67% of computer users with internet access have watched digital video in the last three months
- 99% of television viewing is still done with the TV
- DVRs are contributing to rising total TV viewing up 9% since 2001
- DVR users are exposed to more commercials because of their increased viewing
- Summer DVR playback is up 25% in 2009 vs. summer 2008
- 55% of DVR recordings are of a full TV series
- 83% of online video views are of user-generated content, 71% view free professional quality video, and 13% pay for professional videos
- The average video streamer spends just 189 minutes/month streaming
- Long-form viewing makes up 27% of all online videos viewed
- 88% of people view online to catch up on shows they have missed on TV
- 92% of people want online viewing to be free and ad supported
- 96% of viewers would still watch a program online if it contained the same commercial load as on TV
- 22% of viewers have watched an episode of a continuing TV series on the internet before they've watched it on the TV; 72% of those have then found the program on TV
Implications for broadcasters:
- Online and VOD provides more ad revenue than DVR playback
- Authentication gives broadcast networks access to a potential second revenue stream
Presentation
More interesting facts about how consumers actually interact with TV and other media can be found in the 2009 Video Consumer Mapping Study.
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