81 Million Tune In To Broadband Video

    July 17, 2007

Around 81 million people, or 63 percent of the 129 million people with broadband Internet access in the U.S. watch broadband video at home or at work, according to new research from Nielsen for the Cable & Telecommunications Association for Marketing (CTAM).

The study found that thirty-three percent of those surveyed said that watching video over broadband Internet increased their television viewing time, while 13 percent said it decreased their traditional television viewing.

Another 32 million lighter broadband video users said they were more open to TV programs on the Internet. Consumers indicated that knowing where to find videos they are searching for, better navigation interfaces and the availability of more popular television programs online could increase future broadband video use over the long-term.

Broadband video use is dominated by high-profile brands; ABC.com had the most viewer visits of the television network Web sites, while Yahoo Movies was the leader in the movies category.

"Linking television viewing data with Internet usage behavior goes far beyond what traditional survey-based research methods can offer to help content providers best manage the growth of television and broadband video platforms," said Paul Donato, Chief Research Officer of The Nielsen Company.

"The fusion of these discrete Nielsen data sets into a single, unified analysis provides the most complete benchmark of broadband content viewing behavior to date."