One Out Of Three Dumping Live TV For Internet TV, Time-Shifted VideoOct 19th, 2010 | By James Lewin | Category: Internet TV, Streaming Video, Video
Media Research firm Say Media reports that one out of three people in the US has given up watching live TV for Internet TV and time-shifted video.
Consumers are spending less time with live television and more time with online content as well as time-and-device-shifted premium video content. This group is young, educated and affluent – and are increasingly difficult for marketers to reach through traditional broadcast media.
The researchers identify two groups among those giving up on live TV:
- Watch less live TV than a year ago and more streamed video content
- Are young, educated, affluent
- Own 5.4 devices for streaming video
- Consume 30 hours of video content weekly
- Are least receptive to TV, online and mobile ads
- Do not watch live TV
- Are younger (30% are 18-24), live in urban areas
- Get their video content time and device shifted
- Own 3.9 devices for streaming video
- Are most receptive to mobile and online ads
New media is moving beyond the first-adopters to the mainstream. And – as better Internet TV devices become available – this trend is only going to accelerate.
Have you given up watching live TV?