US consumers are spending 11% more time online than watching TV, and internet video is emerging as the key platform for the delivery of on-demand video services.
Yankee Group analysts advise that media companies should focus on the internet as a primary opportunity in 2009. The emergence of the ‘Anywhere Consumer’ – Yankee Group’s vision for an individual able to connect to content, society and commerce at any time from anywhere – will herald an important shift in how entertainment is delivered and monetised, the research firm said.
The 2008 US Entertainment Survey also found that 56% of television viewers are online at the same time, browsing the web or sending e-mail, while 82% of internet video viewers watch TV shows online because they missed the episode on TV.
In addition, digital video recorder (DVR) owners are more likely to watch online than they are to record a programme in advance, while 25% of the internet video audience watches online programming on-demand either once or several times per day.
At the start of January, a report from comScore revealed that US internet users viewed 12.7 billion online videos during November, representing a year on year increase of 34% (see American online video viewing rises).
Recent UK research found that 16-30 year olds are spending more time online (an average 19 hours per week) than watching TV (an average 15 hours per week).
The research study into the digital behaviours of 16-30 year olds in the UK comprised a 1,000 person online survey, ethnographic qualitative research and industry opinion former interviews (see 16-30 year olds spending more time online than watching TV).
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