ARCHMONT, N.Y., Oct. 27, 2011 /PRNewswire/ — Horowitz Associates’ Multiplatform Content & Services 2011 study finds that over half (54%) of broadband Internet users watch TV content streamed or on an alternative platform weekly. Non-traditional viewing now accounts for 10.8 hours a month, or 7% of total viewing time, with 149.4 hours still dedicated to traditional TV.
Compared to the average broadband Internet user, 18-34 year-olds spend substantially more time with TV content across all platforms. Incidence of non-traditional TV viewing is higher among young adult broadband Internet users, with three-quarters (74%) of 18-34 year-olds doing so weekly— accounting for 10% of their total viewing time. Broadband users 18-34 who watch on non-traditional platforms also spend more time with traditional TV, reporting an average of 167.7 monthly viewing hours—18+ hours more than average.
“Our study has tracked the evolution of alternative TV since its inception,” notes Adriana Waterston, Horowitz’ Vice President of Marketing and Business Development. ”While at the very margins non-traditional video platforms may erode traditional TV viewing, it is becoming increasingly clear that there will be a net gain for media brands, advertisers, and consumers. This will come hand in hand with a big shift in consumers’ viewing patterns and expectations about accessing, sharing, and otherwise controlling their TV viewing experience, not only on alternative platforms but on the traditional TV platform as well.”
The report was published October, 2011. http://www.horowitzassociates.com/studies/multiplatform