One Out Of Three Dumping Live TV For Internet TV, Time-Shifted Video

Oct 19th, 2010 | By | 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:

On Demanders

  • 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

Opt Outs

  • 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?

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2 Responses to “One Out Of Three Dumping Live TV For Internet TV, Time-Shifted Video”

  1. Brian Oates says:

    Other than sports and breaking news, the tv collects dust.

  2. It’s been known for a while that there’s a general trend towards younger people not subscribing to cable or satellite and choosing to use just off-air and online TV, both legal and illegal.

    I watch TV through my computer so whether it comes from the Internet or TV (through a TV tuner card) is much the same. And for the most part the only truly live TV I watch is the news. Everything else is recorded and watched later, although I got into that habit using a VCR years ago.

    It should also be noted that the largest amount of material watched from the Internet, aside from maybe movies, are shows that were initially aired on TV. So it’s a misnomer to say that they’re trending towards new media when what they’re watching is material made for traditional media but just accessing it in a different way.

    It still takes a million dollars to make a million dollar show.

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