[opendtv] Interesting study on Internet video usage
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>, DVD SIG <dvdlist@xxxxxxxxx>
- Date: Wed, 9 Jan 2008 09:04:58 -0500
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 .
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