Internet TV viewership rises

A fifth of American households with Internet access watch television broadcasts online, according to a study by TNS and the Conference Board. Convenience is a prime driver, but skipping ads is also a motive.

by Helen Leggatt

Last year, TNS and the Conference Board found that 16% of American households with Internet access watched television programming online. That figure has risen to just over 19%.

What is it that makes consumers turn on the computer instead of the television? The main reason, found the study, was the lack of restriction from schedules and location. Ad skipping and portability were among other benefits cited.

What are they watching? The most popular category being watched online is the news, with 43% of the 10,000 households surveyed tuning in. Thirty-nine percent watch dramas, 34% comedy/sitcoms, 23% reality shows, 16% sport and 15% user-generated content.

Where are they watching it? Ninety percent of online TV viewers watch at home and 15% find time to watch at work. Six percent watch from “other locations” which would include via mobile devices while on-the-go.

“Most consumers are pressed for time and require flexibility in their daily schedules and TV viewing habits,” said Lynn Franco, director of the Conference Board Consumer Research Center.

“Being able to watch broadcasts on their own time and at their convenience are clearly reasons why we are seeing a greater number turning to the Internet. And, it is the reason why we would expect to see this trend continue.”

The top streaming destinations are official television sites, with 65% of viewers, and YouTube, with 41%.