Nielsen Study Shows Online Viewers Still Like Regular TV
New research reveals that Internet TV viewers are just as, or more likely to watch regularly scheduled programming.
A Nielsen study is investigating whether the advent of streaming TV shows and movies from the Internet has affected the amount of regularly scheduled cable programming that viewers consume. Commissioned by the Cable & Telecommunications Association for Marketing, the study titled “Life is a Stream” surveyed 769 people aged between 18-49, using eight focus groups (that represent 11 percent of the U.S. population) to explore the viewing habits of consumers.
One key finding of the survey, which will be unveiled this week: 84 percent of such viewers reported that they are watching the same amount, or more, regularly scheduled TV since they started streaming or downloading content to watch on their TV set. Importantly for TV distributors, 92 percent of these entertainment enthusiasts subscribe to a pay TV service, with only 3 percent reporting plans to give up their subscription. Plus, more than half — 53 percent — said they have discovered shows by viewing them via the Internet first and then sought them out on regularly scheduled TV.