Online viewership brief

1 Aug 2008

This report demonstrates a rise in the migration from television to online viewing for primetime programming in the US.

New data from recent months show online television viewers are using the web not just as fill-in or catch-up, but as TV replacement. This study of online television viewers' behavior tracked online and subsequent or previous television viewing for each panel member.

The results of this tracking: 50% of online viewing is panel members watching episodes they missed on television. They are either filling in an episode online when they had already seen the other episodes around it on TV (18.7%), or they are catching up on an episode online after seeing the subsequent episodes on TV (31.3%). The other 50% of online viewing is made up of viewers watching shows they don?t see any other way during the month. These are apparently viewers using the Internet to check out shows, replacing the channel flipping or sampling they might have done on the television in the past.

IMMI finds more than 20 percent of panel members watch some prime time programming online, and the largest segment of online television viewers are white, affluent, well educated, working women aged 25-44.

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