Full TV Episodes Viewed Online Doubles Since '06 - InformationWeek

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2/20/2009
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Full TV Episodes Viewed Online Doubles Since '06

Eighty-seven percent of Internet streamers say they go online to watch current episodes that they missed.

About twice as many Internet users watch entire television programs online than in 2006, according to a recent report.

Knowledge Networks, a research, marketing, and consulting firm, found that one in five Internet users between the ages of 13 and 54 watch full TV episodes online. Two-thirds of them said they expect to their favorite shows to be available for viewing on the device of their choice, according to an annual report released last week by Knowledge Networks.

The third annual report, "How People Use TV's Web Connections," also showed that use of third-party hosting sites like Hulu has doubled since 2007, from 14% of Internet streamers ages 13 to 54 to 28%, but the networks' own Web sites are still the most popular source of network content, Knowledge Networks reported.

Eighty-seven percent of Internet streamers said they go online to watch current episodes that they missed. Forty percent said they watch older or last season's episodes, and 18% said they go online to check out new programs.

Thirty percent said they have forwarded a link to network content, and 44% said they have received one. Eighty-six percent of Internet streamers said they are more engaged with programs that are viewable online, and 66% said that having access to complete episodes increases their consideration of sponsoring brands.

"Among streamers, there is no shortage of demand for TV network content, and Internet availability of full episodes increases their appetite for both online and traditional viewing of programs," said David Tice, VP of client service at Knowledge Networks and director of The Home Technology Monitor. "This kind of access and control has become something streamers demand, and networks and sponsors both reap benefits from the added engagement that full-program streaming creates."

The report is based on interviews with more than 1,900 people ages 13 to 54.


The Internet has made video accessible to everyone, including your competition. It's time to jump in, and we'll show you how to do it. Download the report here (registration required).

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