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Digital Video Attracting More TV Viewers

11 Sep, 2013 By: Doug McPherson

NEW YORK – Traditional TV viewers are watching more digital video, says a new survey from media researcher Ipsos MediaCT.

More than 60 percent of 18-49 viewers watch some digital video at least once a day. But 37 percent of the same age group say they “never” watch digital video. And 67 percent watch digital video less than once a week. The study, conducted in May 2013, defined TV viewers as those who watch TV during prime time at least twice a week.

Most digital viewing takes place between 8 p.m. and midnight. Sixty-seven percent of all those surveyed 18-49 watch live TV; 47 percent watch some streaming or online video in that time period; 36 percent watch DVR time-shifting programming at that time; and 28 percent view video-on-demand programming.

Full-length movies were the content of choice digitally, with 62 percent watching this type of digital video. Cable or broadcast network TV was next at 45 percent, with 38 percent watching other longer-form original content.

Analysts say the findings suggest that movie viewing remains a primary function of digital video viewing, allowing viewers to watch movies in their own homes or on the go. But increasingly, digital video is also serving this function for TV, cutting into time spent in front of live TV.

As for how streamers watch video, a July 2013 Harris Interactive poll of U.S. Web users found that 35 percent of respondents often or sometimes streamed video through a subscription service, such as Netflix. Purchasing or renting individual videos was far less common, though 19 percent of respondents report at least sometimes doing so.

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