More Internet users are leading to more streamed TV or alternative TV viewing -- with young viewers leading the way. The good news for network executives: They are also watching a lot of traditional TV.
A 2011 study from Larchmont, NY-based Horowitz Associates' finds that over half of broadband Internet users --54% -- watch TV content streamed on the Internet or on an alternative TV platform on a weekly basis.
This amount is still small relative to traditional TV viewing -- just 7%, amounting to 10.8 hours a month -- versus the 149.4 hours for traditional TV.
The largest group is -- no surprise here -- 18- to-34-year-olds. Seventy-four percent are doing this activity weekly, amounting to 10% of their overall TV viewing. Young viewers also spend more time with traditional TV, at 167.7 hours a month, than the average viewers -- some 18-plus hours.
When it comes to non-traditional TV viewing, YouTube remains the biggest alternative. The survey also notes that among TV-based brands, CNN, ESPN and HBO (and its mobile HBO GO) were mentioned as frequent digital destinations.
Better news for digital marketers: Clicking on banners and pop up ads increased 127% from a year ago.
Adriana Waterston, vice president of marketing and business development for Horowitz, stated: "While at the very margins nontraditional video platforms may erode traditional TV viewing, it is becoming increasingly clear that there will be a net gain for media brands, advertisers and consumers."