• by Wayne Friedman , July 30, 2008

New research suggests that up to 20% of TV viewing occurs online, and that in some cases, those viewing levels are higher than levels via DVR playback. The new data comes from Integrated Media Measurement Inc. For the first time, notes IMMI, a significant portion of the online audience for prime-time episodic content is not watching some portion of the show on television.

IMMI says that 50% of the time viewers see online viewing as a "TV replacement," while 31% say screening of content via the Internet is "catch-up" viewing. Some 18% classify it as "fill-in viewing." It also noted that online TV viewers are less likely to use a DVR than traditional TV live viewers. Twenty-nine percent of traditional live TV viewers use a DVR frequently; 22% of online TV viewers use a DVR frequently.

IMMI notes that higher viewing levels online are for "some" content of episodes viewed online--not necessarily complete episodes, which suggests sampling of shows. Also, while online viewing of shows can be higher than DVR playback, DVRs are only in about one-third of the country, while access to the Internet in U.S. households is pegged at 82%.

For its analysis, IMMI uses special mobile phones that some 3,210 people carry so they can pick up video and audio signals in some six markets.

In following the flow of TV viewing, the survey said 41% of the panelists watch a TV program live first and then watch at least one episode of that program later--the highest of all online viewing. In the second-biggest area, the survey said 31% of panelists watch a TV program via DVR playback and then watch another episode of that program online After that, 10% of the panelists watch live TV first and then another episode on DVR playback. Another 10% of the panelists watch a TV episode first on DVR, then another DVR episode.

In line with other research, the online viewing audience tends to be younger than traditional live TV viewing. IMMI says that 45- to-55-year-olds account for 25.2% of live viewing--the most of any demographic. For online viewing of TV shows, 25- to-34-year-olds account for 29.9%, the most of any demographic.

The survey says that 55% of females are inclined to watch prime-time episodes online, as opposed to 45% of males. Online viewers are more affluent than live network prime-time viewers. The more educated the viewer, the more likely they are to watch a show online.