New consumer research, Emerging Video Services, from Leichtman Research Group, found that 4% of all adults over age 18 in the United States watch video online at home daily and an additional 14% at least once a week. Comparatively, 93% of adults spend at least one hour a day, on average, watching TV. While total online video usage has increased in the past year, the percentage of adults watching online video remains relatively unchanged.
Key findings of the study, based on a survey of 1,250 households nationwide, include:
Bruce Leichtman, President of Leichtman Research Group, says "As with most forms of media and entertainment, online video is following the traditional 'heavy hand' model of a minority of users driving the majority of the usage. Rather than replacing TV, in the near-term, emerging video services like online video are best viewed as opportunities to complement and augment traditional TV viewing options."