Online video used like DVR and not a replacement for watching TV – Nielsen
Posted in What's New | Posted on 03-25-2010 | 703 views
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Each week, on average, Americans watched roughly 35 hours of TV and two hours of timeshifted TV via a DVR. Adults aged 65 and up watched the most weekly TV, 47 hours and 21 minutes; while teens aged 12-17 watched the least weekly TV, 23 hours and 24 minutes. The overall growth in viewing is due to a number of factors, the DVR brings added convenience while high definition programming and flatscreen TVs have boosted the quality of the experience. Digital delivery, via cable or satellite, is delivering more channels and more choice to the home than ever before, according to Nielsen.
DVRs, now found in 35% of American households, continue to gain popularity. Those age 25-34 watch nearly three hours a week of timeshifted TV, while those age 65 and older watch just more than an hour.
Online video consumption rose 16% from 2008-2009, to an average of 22 minutes. Of note, approximately 44% of all online video is being viewed in the workplace. Research shows that Americans watch network programs online when they miss an episode or when a TV is not available. Online video is used essentially like DVR and not typically a replacement for watching TV. Adults aged 18-24 watched the most weekly online video, 39 minutes. Kids ages 2-11 watched the least weekly online video, four minutes. Active mobile video users grew by 57% from the fourth quarter of 2008 to the fourth quarter of 2009, from 11.2 million to 17.6 million. Much of this increase can be linked to the strong growth of smartphones in the marketplace. However, total time spent per week watching mobile video is still low, partially due to the fact essentially no consumers ages 2-11 or 65 and up watch video in this manner. Overall, Americans watch four minutes of mobile video per week. Adults ages 50-64 watch less than minute of weekly mobile video, while teens ages 12-17 watch 21 minutes of weekly mobile video.
The broader usage patterns of online video suggest it is, for the most part, a replacement of DVR use, or used by those who do not have immediate access to TV. TV network content online is primarily used to catch up with programming, rather than as a replacement for TV viewing. When asked for reasons they watch TV shows on the internet, 54% of respondents said because they forgot to watch a specific episode when it aired on TV. Another 47% said they are catching up on a current season of programming, 33% said they are catching up on a previous season, and 32% specifically said they forgot to record a show with their DVR or TiVo. Only the bottom three answers, another household member watching another program at the same time, and watching while at work or traveling, could be considered reasons that replace watching TV in the traditional manner.
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