When it comes to consumers’ video viewing options during primetime, streaming plays second fiddle only to traditional TV, according to results from a survey sponsored by Crackle and conducted by Frank N. Magid Associates. Among 18-49-year-olds surveyed, a leading 47% said that their most likely consideration is what’s airing on TV at that time, while 21% said their most likely option is what is available from a video streaming service, and 20% look to what’s stored on their DVR.
At first glance, it seems possible that the survey overstates the significance of streaming, because it also found that a seemingly-high 96% of respondents have the ability to stream video to their TV. But on closer inspection, it appears that “the ability” to stream video to a TV set doesn’t actually equate to doing so: a more plausible 54% actually stream to a connected TV (over-the-top device, smart TV, or gaming console), while 44% stream video on their computer, 19% on their tablet, and 15% on their smartphone.
It’s also worth noting that while the method of content delivery (such as traditional TV, video streaming service, DVR, or on-demand) may differ, it’s highly likely that the same content is being sought out by viewers. A recent study from YuMe and IPG MediaLab that asked respondents about the video content they watch most frequently, regardless of device, found that TV shows are the most frequently-viewed video content by Millennials, the heaviest consumers of video content.
- The Crackle survey respondents prefer ad-supported streaming to a subscription or per-program fee when watching on any device.
- 51% of “likely cord-cutters” said they’d replace their pay-TV viewing with a connected TV.
About the Data: The data was derived from a national independent sample online survey of 1,200 adults between the ages of 18 and 49, fielded Sept. 11- Sept. 16, 2013.