More TV Viewers Tune Into Digital Video

Traditional TV viewers are increasingly spending more of their time watching more digital video.

While 40% of 18-34 viewers watch some digital video at least once a day -- and 21% of those 35-49 -- a portion of viewers both young and old say they "never" watch digital video.

According to a Ipsos MediaCT survey, 11% of 18-34 viewers "never" watch digital video and 26% of 35-49 viewers also "never" watch digital video. The study was conducted in May 2013.

Research also says 35% of 18-34 TV viewers and 32% of 35-49 TV viewers watch digital video less than once a week. The study defined TV viewers as those who watch TV during prime time at least twice a week.

Most of the digital viewing was between 8 p.m. and 12 midnight. Sixty-seven percent of all those surveyed 18-49 watch "live TV"; with 47% of viewers watching some streaming or online video in that time period, 36% of TV viewers watching DVR time-shifting programming at that time; and 28% viewing video-on-demand programming.

Full-length movies were the content of choice digitally, with 62% watching this type of digital video. Cable or broadcast network was next at 45%, with 38% watching other longer-form original content.

According to a study from Harris Interactive, 35% of viewers "often or sometimes "streamed video through a subscription service, such as Netflix. Purchasing or renting individual videos -- a declining activity -- was reported at a 19% level of consumers doing this "sometimes.



4 comments about "More TV Viewers Tune Into Digital Video".
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  1. Bobby Campbell from Adkarma, September 6, 2013 at 11:39 a.m.

    Those are huge numbers and show the growing trend towards streaming services, this is going to continue to provide great opportunities for Digital Media companies and advertisers to engage consumers in new and more dynamic ways such as interactive preroll ect..

  2. Claudio Marcus from FreeWheel, September 6, 2013 at 6:11 p.m.

    These stats give no sense of the relative amount of viewing. A person that watches a few minutes of online video (as long as they stated it was at least twice a week) and one that watches hours of TV carry the same weight.

  3. John Grono from GAP Research, September 7, 2013 at 10:01 a.m.

    You make an excellent point Claudio. People forget that a TV rating is the 'average minute audience'. The above data is basically the reach potential, which is as you correctly day could be based on a single minute over a long time period.

  4. Bob Jones from LDS Church, September 9, 2013 at 3:33 p.m.

    Not sure of the definition of Digital Video. VOD, DVR, OTT...etc are all forms of Digital Video. Tivo offers digital streaming as well as Roku, Blu-ray players, and even Smart TV's. These alternative channels give consumers new ways to engage media at their convenience when they want to and on what device they have in hand. Until it becomes, if ever, true a-la-carte I don't see "digital streaming" replacing live TV any time soon. Right now it's a convenience, albeit a fun one to have. Will the newness wear off?

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