TV and Online Video Viewers Have Similar Viewing Habits
By Anna Johnson on December 2nd, 2009A new Knowledge Networks report reveals that, when it comes to discovering and selecting video content to watch either online or on television, verbal word of mouth (in-person conversations or phone calls) plays a much bigger role than social media, whilst TV ads and search engines are also significant tools for discovery and decision-making.
The report, How People Use® Video Navigation – based on a study of 601 Knowledge Networks panel members – shows that television ads are the most important source for discovering new programs and deciding what to watch on TV, with verbal word of mouth coming in second for discovery and third for decision making.
Verbal word of mouth was, however, the top source for learning about and deciding to watch online videos, with search engines the second most-cited way of learning about online video.
Another similarity between people who watch TV and those who watch streaming video is that they tend to watch with specific programs or content in mind.
Among TV viewers, 44 percent switch on their TV to watch a specific program, while 56 percent of streaming video viewers specifically choose to watch full-length TV episodes or movies. Only 22 percent of viewers watch online streaming video to view non-professional or amateur content.
