Most young TV viewers in the US are already living in a post-DVR world with much greater availability of online video both legally and also via peer-to-peer sources, according to new research from Solutions Research Group.
Solutions Research Group interviewed 1,200 Americans aged 12 and older in November 2008 for the
Prime Time is Anytime study.
It found that online viewing of TV shows at some point in the past is now at 50%, double the rate of 25% in autumn 2006, while online viewing of TV is higher among 18-34 year olds – 70% have watched TV online at some point in the past. In comparison, only 36% ever viewed a show on a DVR or a TiVo.
The research also found that online TV audiences are happier with their viewing experience compared to last year – 46% rate their latest viewing experience on one of the TV network sites as excellent, up from the 2007 average of 39%.
Last week, a report from Yankee Group revealed that US consumers are spending 11% more time online than watching TV, with internet video is emerging as the key platform for the delivery of on-demand video services (see US consumers spending more time online than watching TV).
The 2008 US Entertainment Survey also found that 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.
Research published by lifestyle consultancy Tuned In Research last November found that 16-30 year olds in the UK were spending more time online (an average 19 hours per week) than watching TV (an average 15 hours per week) (see 16-30 year olds spending more time online than watching TV).
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