More People Watch Prime Time TV Online
By Anna Johnson on August 1st, 2008Wow – a chunky 20 percent of prime time television is now being watched online.
What’s more, according to a May 2008 study by Integrated Media Measurement Inc. (IMMI), online consumers of prime time television are 55 percent female and 45 percent male, and tend to be financially better off than most. Households earning $80,000 per year or more are 56 percent more likely to watch a network show on the Internet. The largest single segment of online television viewers comprise white, affluent, well educated, working women aged 25-44.
Also interesting is the finding that more people are watching entire episodes of prime time TV online, rather than just bits they may have missed on television. Increasingly viewers seem to be switching between either media, with a substantial 41 percent of those surveyed first watching a show on TV, then viewing another episode online.
Seems like more people simply want to watch their favorite TV shows at a time that suits them. Rather than being home and in front of the box at a certain time, they are valuing the convenience offered by the web, where they can download and view such shows when it suits them.
It’s no surprise that more affluent people are tending to watch more prime time television on the web either. They are more likely to have broadband Internet access to facilitate quick video downloading or streaming, and to have media centers which allow them to watch Internet content on their televisions…
