Based on a survey of 1,007 U.S. households in which respondents watched full-length television shows or movies over-the-top (OTT) during the past month, the latest market study by One Touch Intelligence uncovered the following new insights.
Viewing of full-length content from the Internet occupies 31 percent of the total time these viewers spend with various at-home television sources. That's more than twice the amount of time spent watching DVD or Blu-ray discs and 5 times the amount of time spent watching traditional On-Demand or pay-per-view content.
Hulu is the most-watched ad-supported Internet video site, with 53 percent of Internet video households watching long-form content from Hulu at least once a month. The percentage of long-form Internet video households that watch Hulu is higher than the percentage watching YouTube.
Viewers who watch Internet video on TV screens are significantly less likely to watch short-form content than those who watch over PCs, and are more likely to use a videogame console to connect Internet video to the TV screen than a PC or Internet-connected TV set.
"The findings underscore the budding romance under way between mainstream television users and Internet video," said Stewart Schley, Senior Director of Industry Intelligence for One Touch Intelligence. "In homes where people have begun using the Internet as a source for branded, long-form entertainment, usage and satisfaction levels are high, and usage is dispersed over a fairly wide age and demographic range. Also, our study points out that those who watch Internet video on TV screens, rather than purely over PCs, appear to be more willing to ascribe economic value to the experience."
Among key findings, the market study found that although most Internet video viewing within homes occurs over PCs, Internet video content seen on connected TVs accounts for 11 percent of time spent viewing.
Additionally, the study found that among all Internet video households -- homes in which adults watch full-length TV shows or movies at least monthly -- the following usage segmentation patterns emerged:
- 52 percent of viewers watch Internet video exclusively on PCs.
- 42 percent of viewers watch Internet video on both PCs and TV screens.
- 6 percent of viewers watch Internet video exclusively on a TV screen.
Among the 48 percent of Internet video households in which Internet video is watched on TV screens, connected videogame consoles represent the most common means of connecting TV screens to Internet video sources, with 73 percent of respondents indicating they use an Xbox 360, PS3 or Wii to export Internet video to a connected TV.