“The small but notable level of people watching TV programs via the Internet on regular TV sets suggests that the convergence of the two screens for mainstream audiences may finally be on the horizon,” said David Tice, Vice President and Group Account Director at Knowledge Networks. “Growing numbers of ‘connected TVs’ – those that access the internet – are making this option increasingly user-friendly. The fact that over one-third of TV homes now have bundled TV/Internet service package is no doubt accelerating this blurring of boundaries.”
According to a new report from Knowledge Networks, the number of Internet users viewing complete episodes of their favorite TV shows via streaming or downloaded video has essentially tripled in just three years. The number of full-episode online viewers between the ages of 13 and 54 grew from 8 percent in 2006 to 22 percent in the recent survey. Among viewer in the 18 to 34 age bracket, online viewing of complete episodes increased from 12 percent to 30 percent.
How people Use(R) TVs Web Connections, the nationwide survey on Knowledge Network’s Knowledge Panel(R) also revealed that, among Internet users:
- 7 percent of 13 to 54 year-olds have used a TV set to watch streamed on downloaded video (also known as over the top video)
- that percentage grow to 11 percent in the 18 to 34 year-old age group
- 6 percent of viewers in the 13 to 54 age group report having reduced or canceled their TV service in the past year as a result of their online viewing of network TV programming or expect to do so in the net year
- 9 percent of 18 to 34 year-olds reported the same reductions or cancellations of TV services
How People Use (R) TV’s Web Connections has been produced as part of The Home Technology(TM), a service that tracks ownership and services of more than 100 media technology devices as well as how people are using those devices in everyday life. Research for the latest report was conducted during November 2009 among 1,901 Internet users, ages 13-54.