5/17/2013
Laptops are the most commonly used devices for watching streaming video, according to the Interactive Advertising Bureau (IAB). More than one in 10 U.S. adults stream video on a typical day; the most active time for watching streamed content is in the evening during traditional TV primetime. Viewers of streaming video are more likely to use Internet-connected TVs for watching online TV programs than for watching user-created video content or professionally produced online videos.
Seven in 10 online video viewers watch only at home. Three-quarters of those watching online TV episodes (76%) are watching solely at home, as are 72% of those watching originally produced online video and 64% of those watching user-generated content. The workplace is the next most common location for watching online video; 18% of those watching user-generated content watch at work, as do 13% of those watching originally produced online video and 11% of those watching TV episodes online.
People are more likely to plan their online TV viewing ahead than they are to plan to watch other types of online video. Almost a third of online TV viewing is planned (31%), vs. 13% of viewing of originally produced online video and 4% of user-generated content.
Half of those who watch TV programs online via streaming (50%) say they do so to catch up on episodes they missed during the regular airtime (58% of women say this). The next most common reason viewers give for watching online is preferring to watch on their own schedule (44%).
The top reason for watching streamed user-generated content is for the humor (67%). Viewers of originally produced online video are about equally likely to watch via streaming because they prefer to watch on their own schedule (27%), because they like to see content related to their hobbies or interests (23%), and to be able to access content not available on TV or in user-generated videos (21%).
SOURCE: “45 Million Reasons and Counting to Check Out the Newfronts,” April 2013, Interactive Advertising Bureau (IAB), Kristina Sruoginis, Research Director, 116 E. 27th St., 7th Fl., New York, NY 10016; 212-380-4700; kristina@iab.net; www.iab.net. Price: Available online at no charge.
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