Online viewing increasing
From July 29th’s Cynopsis Digital:
More than 20% of viewers surveyed watch some amount of primetime television programming online and half of these users are watching programming as it becomes available online, according to a new report by Integrated Media Measurement Inc. (IMMI). The other 50% are using the Web as a tool to watch past programming they have missed, or to re-watch segments of episodes they have already seen. Online viewing of a particular program was higher than DVR viewing of that same program, suggesting that the fairly large segment of non-DVR owners are adopting the computer for time-shifting rather than buying a DVR or dealing with cable providers’ clunky user interface. Consistent with other recent findings, the largest segment of online television viewers are white, affluent, well educated, working women aged 25-44.
The above research is certainly interesting as it re-inforces the fact that the online media space is very active. It also indicates that consumer preference of portable entertainment is higher. DVRs often restrict viewers geographically and limit access to the content. With the above strategy, viewers can watch their favorite shows anywhere in the world.
On a personal note, comparing my travels from this year to a few prior years, I myself have noticed a change in viewing habits:
- I can now watch movies on my iPod Touch or my iPhone. A few years ago, watching movies on an aircraft would require multiple DVDs, a DVD player, or a computer.
- During business trips, the evenings are usually less exciting. So, thanks to my Netflix subscription, I have access to great content (although, fairly limited). If you don’t have access to Netflix, Hulu provides great content at no cost.
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