eMarketer reports that the idea of online video “cannibalizing” television viewership may be a myth.

Data released by NBC about its web and TV Olympics audiences indicates that online video increased the network’s TV ratings and vice versa.

While 50 percent of NBC Olympics online viewers used the Internet to watch sports they had missed, 40 percent used it to watch an event they previously saw on television. Only 0.2 percent exclusively used the Internet to watch the Olympics.

Source: eMarketer, “TV and Online Video: Friends or Foes?”, eMarketer, August 29, 2008

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