BY aarrieta
The total consumer TV audience (in USA) is still increasing, while online TV is not reducing the amount of ours that TV is watched (specially for prime time).
In markets such as UK, the online TV audience outnumbers the broadcast TV one, while in markets like Brazil outnumbers the cable.
More than 20% of US cosumers between 13 and 55 years old that were surveyed whatched online prime time TV programs without this taking away the audience.
It seems obvious that the place where people prefer to match their favorite shows is the Television, but it is important that the figures validate that if the content is available online, it doesn’t takes audience away to TV on the contrary it adds.
This validation will be crucial for the owners of content for which we will be seeing soon quality primetime content online, and projects like Hulu.com are validated.
For more information you can find the study that Integrated Media Measurement Inc’s (IMMI’s) “Online Viewership Brief.”
IMMI study also discovered that while the audience prefers to watch live TV is still the majority, DVRs (in Latin America DirecTV Plus) is the preferred method of the 31% of the surveyed and only 4% of the audience preferred to match their prime time shows on the web (nerdos) . ☺