Among streamers and downloaders of TV network video, 22% say they would never have watched some shows if they were not accessible online, up 37.5% from the 16% the previous year, according to a GfK-Knowledge Networks report released in February 2012. The survey, conducted in November 2011, also found that 21% of streamers and downloaders of TV network video reported watching a greater number of programs since they became available via streaming or download, while 20% said they spent more time watching a network’s content after it became available online.
Online Access Improves Network Image
42% of the streamers and downloaders said that they think more highly of TV networks that make shows freely available, representing a 23% increase from 36% who responded that way in both 2009 and 2010. This attitude may be linked to these users’ expectations: roughly one-third say they expect to be able to watch their favorite shows on a device of their choice, up from 27% in 2010 and 21% in 2009.
Streamers Engaged With Ads
Data from GfK-Knowledge Network’s “TV’s Web Connections” indicates that 1 in 4 streaming network video users have forwarded a link to streaming video of a commercial or ad to friends or family, while one-quarter have gone to a company’s website to watch an ad or a special video feature. One-third report usually watching the pre-roll embedded ad, virtually unchanged from when this was first measured in 2006.
Of note, almost two-thirds of those who avoid watching pre-roll ads say they listen to the audio in the ads to know when to return to viewing, meaning that roughly 7 in 10 streamers at least listens to pre-rolls.
Cord-Slicing Not Yet Widespread
Streamers and downloaders who have pay TV service do not appear to be migrating away from their service in droves. 17% say they have decreased their service, compared to 12% who increased service. This aligns with February 2012 survey results from Chadwick Martin Bailey, which found that 16% of paid TV subscribers who have high-speed internet access reported being highly likely to cut back on elements of their cable subscription in the next year.
Other Findings:
- Data from the GfK-Knowledge Networks report indicates that 45% of tablet users report watching video of TV programs on their device, compared to 26% of smartphone users.
- 17% of internet users said they had friended or joined a social media group for a TV network or program, representing a 41.7% increase from 12% in 2010, and a 70% rise from 10% in 2009. According to a TV Guide survey released in February 2012, 17% of US adults have begun to watch a TV show because of a social media impression about it.
About the Data: The GfK-Knowledge Networks data is based on a survey of 1,505 internet users aged 13-54. The survey was fielded from November 17-25, 2011.
