PWC Study: More TV Now Viewed On Computer Than TV
Traditional VOD not high On list Of distribution choices
By John Eggerton -- Broadcasting & Cable, 3/7/2011 4:49:58 PM
That is according to a just-released consumer research study from PwC (PricewaterhouseCoopers). The study found that across all age groups, respondents watched 12.4 hours of TV shows/videos and movies online, while only 8.9 hours of that content on network TV and basic and pay cable.
Not surprisingly, the 44 and under crowd do the majority of that digital viewing, but even the 45-59 age group was close to even, with 9 hours of traditional video watching vs. 8.3 hours of online video viewing.
Mobile devices trailed as the screen of preference, in line with PWC's forecasts that mobile TV is a very small percentage (1%) of the total TV subscription marketplace. The study found that 80% of respondents would not pay a premium for early access to content on their mobile device.
When asked about the ways they obtain movie content, only 12.9% cited purchasing via VOD from their cable company, which put that ninth on the list behind streaming from Hulu for free (30.7%), renting from an actual brick and mortar store (23.3%), or borrowing one from a friend or relative (19.8%). The two top answers were renting an actual copy from a Netflix (42.6%) and renting an online copy (31.7%).
The study was based on a survey of 560 people, including focus groups. The margin of error is 5%-10%.
The FCC has been promoting moving broadcasters off some of their spectrum to free it up for high-bandwidth broadband delivery of, among other things, video. It has also in the midst of a proceeding to figure out how to unite online and traditional video through the TV set to use that as a way to drive broadband adoption given that 99% of homes have a TV set already, while only 75%-80% have a computer.
This alleged study is either misquoted or is an elaborate early April Fool's joke. Anyone who works in content distribution or has access to Nielsen/Comscore data can tell you that. Unless you have "cut the cord", do you watch more TV/Film on your computer than on your TV? Of course you don't. Now ask 25 of your friends (or 25 random people) and see what they say). It is certainly plausible that IP viewing will overtake broadcast viewing in the future, but the great majority of people in the US mainly watch their TV for TV/film content.
Robert Skelton - 3/8/2011 2:30:27 PM EST
Self-reporting respondents tend to under-report TV use and over-report Internet and mobile phone use due to social desirability bias and unconscious cognitive biases. This small-sample, self-report study should be interpreted with caution. Nielsen's Three-Screen Report will give a much more accurate picture, and will show traditional TV is still the 800-pound gorilla. Computer video is growing but has a long way to go to overtake broadcast, satellite and cable TV in our time use.
Michael Holmes - 3/8/2011 2:10:55 PM EST
You know what 99% of people should really be doing 20 hours a week. Get rid of their TV and computer, and start doing something outside. There's a big world out there that needs to be explored. They should be mailing real letters in handwriting, not emailing. They should also need to go out and find real friends, not virtual friends you make online. Internet addicts need Jesus.
True Christians don't need corporate necessities such food, clothing, and shelter. They need The Lord's Necessities and that is the Gospel. One day we will be with our Lord in Heaven without corporate necessities of any kind.
Josh Taylor - 3/8/2011 11:51:56 AM EST
A 5-10% margin of error is the largest I've ever seen in a poll. Sounds like this study is unreliable.
Also, you can't get the true story about On Demand orders because only 2-3% of DirecTV customers even have On Demand and DishNet even lower.
marcus aurelius - 3/8/2011 11:01:33 AM EST
What is the incomplete paragraph supposed to say (second from final paragraph in this story)?
Something... "focus s."
Mike Anderson - 3/8/2011 9:25:15 AM EST
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