• by Jack Loechner , Staff Writer @mp_research, March 21, 2014

According to research recently released by the Consumer Electronics Association, while 79% of online U.S. adults obtain video content from traditional television programming providers such as cable, satellite or fiber-to-the-home, a significant number of viewers are turning to other sources.

 In addition to traditional television programming, DVD/Blu-ray discs, free video streaming services and paid video streaming services are also common sources of video content. While online video streaming is more common among younger consumers ages 18-34, use of traditional television programming is consistent for most age groups, suggesting that these emerging online services are being used in addition to, rather than instead of, traditional television programming.

Americans’ Video Content Viewing Habits (% of Respondents; March 2014)

• 53% of consumers say that they record video content to skip commercials
• 79% watch TV programming through a service provider, while 66% watch video via DVD, VHS or  Blu-ray Disc
• 47% View video content through a free video streaming service, and 37% via paid video streaming services
• 50% of consumers discover new TV shows through channel surfing, followed by on-screen program guides (47%), TV commercials (47%), word of mouth (34%) and network websites such as NBC or CBS (27%)
• 44% Discover new movies by channel surfing, while 44% find them through on-screen program guides, 39% via previews at the movie theater, and 39% through TV commercials
• 52% of those who watched, streamed or downloaded content do so on a laptop, and 44% on a desktop personal computer
• 32% who watched streamed or downloaded content use a smartphone, and 31% a tablet

Source: Consumer Electronics Association, March 2014

Kevin Tillmann, senior analyst, CEA, says “… access to faster Internet speeds and dramatic advances in mobile technology… changed the face of video content delivery and consumption… not a substitute for traditional content sources, but… an additional source… for U.S. consumer video viewing…”

DVD/Blu-ray disc are often preferred over digital downloads because 52% of consumers indicate they like owning a physical product, and the ability to watch using their DVD/Blu-ray player (50%). However, 77% of online consumers own at least some digital video content. The top reasons for choosing digital content include the ability to access it from anywhere (36%), ease of storage (35%), price (32%), instant access to content (32%) and the ability to watch on an Internet connected device (27%).

 Physical formats are critical when it comes to movies as most consumers who watch movies obtain them on DVD or Blu-ray disc. 74% purchase, rent or receive their movies on these physical formats, while only 24% acquire them via digital download.

 For more information from the CEA, please visit here.