A report from Knowledge Networks indicates that more people are consuming video from TV networks online, and that their tolerance for pre-roll or embedded ads within that video has not diminished since 2006. Knowledge Networks’s most recent TV’s Web Connections report demonstrates that more people are choosing to consume TV network video through free or pay-for-content websites than ever before.
The new report is the fifth in a series examining the links between “traditional” television viewing and TV networks’ digital extensions. Based on 1,509 interviews with consumers aged 13 to 54, the new research shows that:
“Advertisers and TV networks should be pleased,” said David Tice, Vice President and Managing Director, Client Service, at Knowledge Networks. “Online viewing of their assets is growing apace, with little indication of increased frustration with the advertising load. Consumers continue to accept some level of advertising as an appropriate quid pro quo, boding well for the continuation of ad-supported online models – where the content has clear value and appeal.”
The new report also shows that 17 per cent of those who watch streaming or downloaded network video – 5 per cent of the total 13-to-54 population – say they have reduced or eliminated regular TV service in the past year because of their Internet-enabled viewing. This is up from nine per cent of streaming/download viewers in 2009 (or three per cent of the total population).