TV Web Sites Attracting Online Viewers

    June 30, 2008

Even with the growing popularity of watching television content online, the majority (94%) of adults still prefer to watch television on traditional TV sets, according to research from Nielsen for the Cable & Telecommunications Association for Marketing (CTAM).

One-third of broadband users (35%) surveyed for the study said they had watched at least one TV program on the Internet. Those who were looking for video content online, 87% watched TV shows from a network TV Web site. Eighty-two percent who watched video online said they were looking for specific programs that they had missed when they were first broadcast.

Online television viewers are doing more than just watching programs they missed. Thirty-nine percent use the Internet to get information on actors and upcoming shows. Others are going online for behind the scenes video clips (27%), to view an interview with a cast member (26%), and to watch bloopers (22%).

Asked about their favorite online content categories, 53 percent said they favored movie trailers, followed by user generated videos (45%), music videos and news clips (37%), comedy programs (31%), and sports clips (31%).

Overall, the study found that people are spending more time online each week than they were two years ago. Fifty-one percent said they went online for at least three hours a week last year. In 2005, just 41 percent said they spent three or more hours online per week.

"With so many viewing options now available via digital technology, it’s more important than ever to understand how people are consuming media," said Susan Whiting, Executive Vice President, The Nielsen Company.