• by Gavin O'Malley  @mp_gavin, October 11, 2010

Despite the continued success of big-budget TV programming, consumers now place considerable value on original online content, according to new research from Web TV network creator Next New Networks and YouTube, and research/consulting firm Frank N. Magid Associates.

Polled between May and June of this year, 54% of respondents who reported watching Web original videos deemed them to be just as -- if not more -- entertaining than what they viewed on traditional television.

While they consider online video entertaining, those surveyed regarded this content as its own category and not directly comparable to what is available on television.

They define these types of videos as original, having fewer boundaries, and adaptable to individual viewing schedules, according to the joint report.

"The study uncovered strong consumer appeal of Web original programming as compared to traditional television shows," said Mike Vorhaus, managing director of Frank Magid Associates. "The findings confirm what many have believed for some time now: there is incredible content and talent available on the Web."

Overall, 60% of respondents reported watching original Web video content weekly, while 58% saw Web originals as providing quality entertainment whenever they want it.

Over one-quarter of viewers found Web original content to be more entertaining than traditional television, while viewers are 2.5 times more likely to be fully engaged in online video than their counterparts who watch traditional television programming.

The research also found that more than half of viewers read comments from other viewers, while 41% rate the videos they watch.

Also of note, 37% of Web original viewers simultaneously surf the Web -- compared to 60% of TV viewsers; 28% simultaneously talk to others -- compared to 52% of TV.

What's more, three-quarters of viewers said they use email, social networking sites, or conversation to tell others about their favorite Web originals.

About 40% of viewers report sharing original videos with others; 37% email video links to friends; 36% post the video to Facebook or MySpace; and 10% share the link via Twitter.