Streaming of TV Shows and Movies (% of Online Americans, previous 30 days)
Source: Ipsos, July 2009
The report posits that now that the ad-supported content model is taking off, content providers will be challenged to monetize their content through alternative fee-based methods, given the acceptance of the ad-supported or "free" model. In addition, concludes the report, content providers will need to understand the appropriate level of advertising that streamers will be willing to tolerate for their content.
Brian Pickens, Senior Research Manager at Ipsos MediaCT, notes that "The digital video revolution is no longer centered on short clips via YouTube; it is becoming an important distribution channel where any type of full-length video can be instantly accessed for immediate consumption without a fee."
However, says the report, digital video is not replacing the TV. Currently:
Data were sourced from the April 2009 wave of Ipsos MediaCT's MOTION study, which was conducted via online interviews among a representative online population aged 12 years and older.
For additional information, please visit IPSOS here.