New Research Says Viewers Remain Devoted to TV Programming — Even Though They’re Increasingly Watching It Online and on Tablets

Oct 19, 2012  •  Post A Comment

A new study offers encouraging data for TV programmers, indicating that fears of losing viewers to YouTube, Netflix and other new media may be overblown.

Citing research from TVGuide.com, Advertising Age reports that consumers’ dedication to television programming remains strong even as more viewers are watching it online and on tablets.

The survey “found 42% of TV viewers reported watching more streamed content this year over last year,” the story reports, adding: “While the lion’s share (73%) of those who were streaming more TV content said it was because they were catching up on missed episodes, 8% said it was because of cutting back on cable and 10% reported it was because they had canceled their cable altogether.”

"That’s not to say everyone is cord cutting, or that cord cutting is the dominant factor, but it’s a factor," said Christy Tanner, TVGuide executive VP and general manager.

The piece notes that viewers are willing to pay for content. “Of the respondents who pay for video from services like Netflix, Hulu Plus, iTunes and Amazon Instant Video, 30% reported that they’re watching more of it now than they did in 2011,” the story reports. “Meanwhile, 68% are watching between one and five hours of video per week on tablets and mobile phones, and mobile users are paying for 10% of their streamed content.”

Please click here to read the complete Advertising Age report.

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