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BizReport : Internet : November 28, 2006
Traditional Television Turns Brits Online
A recent British survey indicates that online television and video is gaining ground over traditional television.
The survey, carried out by ICM for the BBC, Britain’s national television broadcaster, focused on the television viewing habits of 2,070 people in the U.K.
Results showed that 1 in 5 people who watched online or mobile video at least once a week said they watched a lot less television as a result. 23 percent said they watched a bit less, while just over half said their television viewing was unchanged. Meanwhile, 3 percent said online video inspired them to watch more television.
The main cause appears to be the lack of interesting content being shown on television, compared to online. People are turning off their sets and turning on their computers, safe in the knowledge that they can find something of interest online.
Online and mobile video is far more popular among the young, with 28 percent of those aged 16 to 24 saying they watched more than once each week. That figure fell to just 4 percent among those older than 45.
Online viewing is still in its infancy in the U.K. However, there are plans by the major channels, Channel 4, ITV and the BBC, to provide more of their content online via video on demand at the end of this year, or the start of 2007.
Tags: 16-24 age group, BBC, online television, television, video-on-demand
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Comments
Who know the effect that the continuing options that internet television will have on TV viewing. Some broadcasters like MTV understand that they must go online with original content, and not simply change distribution channels. If the British watchers are a preview of what's to come, it's got to concern the broadcasters even more than it has.
Posted by: Gary Bourgeault (thealphamarketer.com) on November 29, 2006 01:57