Online Video Is Creating Its Own Viewers, Not Stealing TV’s

Feb 19, 2008  •  Post A Comment

Online video consumption is not drawing eyeballs away from traditional television. Instead, it’s emerging as “a medium unto itself,” according to a new study from Leichtman Research Group.
The study found that only 9% of those who watch online video say they “strongly agree” that they now watch less TV as a result, while only 4% expressed strong interest in disconnecting their TV service to watch only online video.
“Online video is emerging as a medium unto itself—not necessarily a replication of, or an alternative to, traditional TV viewing,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group. 
The study found that in homes with broadband service, 31% of adults online now view online video at least weekly, up from 25% a year ago. The younger demos are heavier users. Among individuals 18 to 34, 42% say they watch video online at least weekly, up from 28% last year, while only 15% of individuals 35 and up watch online video at least weekly.


  1. If that’s true of mass media entertainment, then is it any less true of mass media advertising and marketing?
    Methinks the reports of the death of mass media advertising and marketing by purveyors and prognosticators of “new media marketing” just may be, ever so slightly, premature.
    If not just plain, flat out wrong.

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  7. Good read. I saved the page for future visit.

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