Study: 99% of Video is Still Seen on TV
A new report (PDF) from the Council for Research Excellence functions as a good reminder to those of us who spend a lot of time on the web that we can often have a rather skewed view of how the rest of the world consumes media. If you are reading this, there is probably a good chance that you watch a lot of video online, or that you record your TV shows on your DVR and fast-forward through ads.
This study, which was sponsored by media research firm Nielsen, however, concludes that the average adult in the U.S. still watches an almost unbelievable 5 1/2 hours of live TV every day. 94% of adults watch TV on any given day, while most people only watch online videos for a few minutes a day.
The Good News for TV
TV (including DVR playback) represents 99% of all the video watched by U.S. adults, and even for the youngest group in the sample, those 18-24, online video only represented 2% of all screen time.
The Bad News for TV
In terms of general use, however, computers and mobile screens have clearly taken time away from TV, even if online video still has a lot of room to grow. Users 18-24 spend more time in front of their computer screens than any other group (143 min a day on average), but still watch 210 min of TV every day.
The older a person, the more time they are likely to spend in front of their TV (421 min for those 65 and older). For TV executives, however, this means that the next generation of viewers will most likely spend even less time in front of their TVs.
With YouTube XL, Boxee, and the new Hulu Desktop, a growing number of players are also now pushing online video onto the TV screens of mainstream users, and chances are that within a few years, online video and traditional TV will simply start to converge. While we will probably still be watching the majority of video on TV sets, users will care less and less whether it is coming from their cable company or ISP.
Note: we reported some data from a preliminary version of this report in March.
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This is skewed somewhat because of the massive amount of cable and satellite channels.
What's the breakdown of, say, primetime network TV? DVRs account for ~20% of that, but barely register when extrapolated to all available television. I'd bet that online viewing follows the same pattern, at least to more than 1%.
Primetime Network TV is terrible... that would be a bad gauge. The vast amount of channels on TV is what the medium has become, especially with the old tuners being phased out (again) later? this year.
Online will gain more ground once it's easy to flip a switch and have it streamed to your TV. It can be done now but it's not widely known and/or cared about. Honestly, the older you get the harder it is to sit in a chair 8+ hours a day. Hands hurt, back hurts... the 18-24 demo will find that out soon enough.
It's also solitary, not easy to sit with others and watch a show.
Then there's the issue with the online content just not being up to the high-end production values of a real show. I mean, sure baby laughing for half a minute is great... but it's fleeting and unless internet companies start to produce content themselves, they will always behind TV because they are just taking anothers work and putting it in a different medium.
enerally, this works surprisingly well, and the ability to set your location often gives you good local results two
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You're right - online media and traditional TV are already converging. When I watch online media it is on my HDTV: PCTVCables.com
Potentially interesting related Canadian report:
Policy Options-Nanos Poll: Television Still Most Trusted Source of News
"Television is still the number one source of news for Canadians, by a wide margin, over newspapers, radio and the Internet. TV is also, again by a slam-dunk margin, the most trusted source of news. These are the main findings
of a Nanos Research poll for Policy Options, published in conjunction with the magazineâs June issue on the crisis in the media.
The research suggests that traditional media still have a significant credibility advantage over the Internet as a conduit for news information, but that newspaper content providers have been hit harder than TV news providers."
Guess it all depends on your definition of "credibility"!
Poll results: http://www.irpp.org/po/archive/jun09/nanos.pdf
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