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Online Availability of TV Shows Boosts Viewing

by MarketingCharts staff
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Online Access Improves Network Image

42% of the streamers and downloaders said that they think more highly of TV networks that make shows freely available, representing a 23% increase from 36% who responded that way in both 2009 and 2010. This attitude may be linked to these users’ expectations: roughly one-third say they expect to be able to watch their favorite shows on a device of their choice, up from 27% in 2010 and 21% in 2009.

Streamers Engaged With Ads

Data from GfK-Knowledge Network’s “TV’s Web Connections” indicates that 1 in 4 streaming network video users have forwarded a link to streaming video of a commercial or ad to friends or family, while one-quarter have gone to a company’s website to watch an ad or a special video feature. One-third report usually watching the pre-roll embedded ad, virtually unchanged from when this was first measured in 2006.

Of note, almost two-thirds of those who avoid watching pre-roll ads say they listen to the audio in the ads to know when to return to viewing, meaning that roughly 7 in 10 streamers at least listens to pre-rolls.

Cord-Slicing Not Yet Widespread

Streamers and downloaders who have pay TV service do not appear to be migrating away from their service in droves. 17% say they have decreased their service, compared to 12% who increased service. This aligns with February 2012 survey results from Chadwick Martin Bailey, which found that 16% of paid TV subscribers who have high-speed internet access reported being highly likely to cut back on elements of their cable subscription in the next year.

Other Findings:

  • Data from the GfK-Knowledge Networks report indicates that 45% of tablet users report watching video of TV programs on their device, compared to 26% of smartphone users.
  • 17% of internet users said they had friended or joined a social media group for a TV network or program, representing a 41.7% increase from 12% in 2010, and a 70% rise from 10% in 2009. According to a TV Guide survey released in February 2012, 17% of US adults have begun to watch a TV show because of a social media impression about it.

About the Data: The GfK-Knowledge Networks data is based on a survey of 1,505 internet users aged 13-54. The survey was fielded from November 17-25, 2011.