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Up to 20% of TV Viewing Now Happens Online, Survey Says

by Peter Mychalcewycz on August 1, 2008 at 09:34 AM

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A survey by Integrated Media Measurement Inc.(MMI) has found that up to 20% of TV viewing is done online.

Roughly half of online viewing is referred to as "replacement viewing," 30% is "catch up viewing" and 18% is "fill in viewing." This comes as little surprise. With companies feverishly attempting to develop more digital content for online viewers it only makes sense that viewership would increase. More top ranked shows are available for free in their entirety on sites like NBC.com and other broadcast companies sites and some are even being streamed live. Earlier this week, the NFL announced that it will stream 17 games live this year in coordination with NBC.

Even with the increase in online viewing, the U.S. is far behind Europe. Over half of some European countries were watching TV online.

Other surveys found online viewers to be more involved with the content that they were watching than traditional Television watchers. Not a huge surprise, especially when you consider that you have to actively search for whatever you watch online, which means online viewers already know about what they're watching. [Source: BetaNews]





Tags: online tv, online video, OnlineTv, OnlineVideo, surveys, trends

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