FreeLists / opendtv / [opendtv] Interesting study on Internet video usage

[Craig Birkmaier <craig@xxxxxxxxx>]

http://www.horowitzassociates.com/bcspr.html

FOR IMMEDIATE RELEASE
For more information contact: Adriana Waterston, Vice President of 
Marketing and Business Development, Horowitz Associates, Inc.  Phone: 
914-834-5999, Fax: 914-834-5998  Email: 
adrianaw@xxxxxxxxxxxxxxxxxxxxxx
STUDY TRACKS BROADBAND VIDEO CONSUMPTION ON MULTIPLE PLATFORMS;  SIX 
IN TEN INTERNET USERS WATCH ONLINE VIDEO CONTENT WEEKLY, UP 36% FROM 
LAST YEAR
News and User-Generated Content Still Most Popular Genres;
Viewing Episodes of TV Shows Doubles Year to Year

Larchmont, New York, December 4, 2007 -Horowitz Associates' 
just-released report, Broadband Content and Services 2007, reveals 
the rapid growth in consumption of broadband video among adult 
Internet users.  According to the 2007 report, a full, six out of ten 
(61%) high speed Internet users watch/download online video content 
at least once a week and 86% do so on a monthly basis, compared to 
45% and 71%, respectively, in the 2006 study.  News and 
user-generated, non-professional content are the most often viewed 
genres, followed by movie previews/trailers, music videos, and 
previews/segments of TV shows.
Indeed, reported weekly viewing of full episodes of television shows 
doubled from last year, with 16% of high speed Internet users 
watching TV online on a weekly basis.
NBC and ABC are the networks Internet users mention the most 
frequently for online TV content, with Grey's Anatomy being the most 
often mentioned TV program viewed online.
While consumption of broadband video has grown, the study shows that 
television is still the preferred platform for traditional TV 
content.  The vast majority (70%) of Internet users who watch TV 
online say do so because they missed the episode on TV.  About two 
out of ten (18%) of these respondents say they watch TV shows online 
to watch them a second time (after having watched them on TV), or 
that they watch TV shows online just when they happen to find them or 
when someone else tells them about them (20%).  Conversely, one out 
of ten (13%) Internet users who watch TV shows online say they watch 
them directly online, and not on regular TV.
Video on Portable Devices:  Penetration of video-enabled handheld 
devices is on the rise; concomitantly, so is viewing of video content 
on these devices.  Over one quarter (27%) of Internet users have a 
cell, iPod/MP3 player, or PDA with video capability, and an 
additional 23% do not have this capability but are interested in 
getting it.  

Among those with video-enabled handheld devices, one-third (35%) 
watch video on their devices at least weekly and 62% do so at least 
monthly, translating to eighteen percent (18%) of Internet users 
overall who watch video content on a handheld device at least 
monthly.  This figure is up from 8% just one year ago.
"There is a dynamic relationship between broadband access, broadband 
content and broadband consumption" notes Howard Horowitz, President 
of Horowitz Associates, Inc.  "More and better broadband content- 
particularly entertainment content in video form- is bringing more 
consumers to the platform, either on their computers or on their 
handheld devices.  This, in turn, creates an even greater demand for- 
and expectations regarding- broadband video.  Importantly, the data 
suggest that broadband video is not cannibalistic to linear video, 
but rather, an enhancement to the consumers' "traditional" TV 
experience."
About the Study:  Broadband Content and Servicestm examines current 
levels of subscription, attitudes towards, and satisfaction with 
dial-up and high speed Internet services including cable modem, DSL, 
Verizon FiOS Internet, and wireless Internet services, as well as 
Internet usage for information, communications and entertainment.  
Also covered in this report is penetration of video capable and 
Internet capable handheld devices, and viewing of video content and 
Internet usage on handheld devices.  This year's data are compared to 
previous waves to give a complete picture of how these technologies 
and their usage track over time.  For more information, please 
contact Adriana Waterston, Vice President of Marketing and Business 
Development at 914-834-5999.
About Horowitz Associates, Inc./Surveys Unlimited
Horowitz Associates, Inc. is a market research and consulting company 
based in Larchmont, New York.  The company conducts custom research 
and consulting for clients in the cable, broadband and new media 
space.  The company's Surveys Unlimited Division specializes in 
urban, multicultural and Latino research.  More information is 
available at http://www.horowitzassociates.com .

----------------------------------------------------------------------
You can UNSUBSCRIBE from the OpenDTV list in two ways:

- Using the UNSUBSCRIBE command in your user configuration settings at FreeLists.org 

- By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word 
unsubscribe in the subject line.