Advanced Television reveals how, when & where web TV is consumed

October 11, 2011, one of the Internet’s largest independently owned and operated video properties, has published the results of a study focusing on original web video. commissioned the study with Dynamic Logic, a specialist in digital insights, to offer key insights into how, when and where audiences are watching online video.

According to Dynamic Logic, viewers are watching more online video and less television compared to six months ago. While they aren’t cutting the cord entirely, they are cord shaving: watching nearly 9 per cent less cable television, while increasing their viewing of content on a PC by 26 per cent. Viewers also report spending 19 per cent more time watching video content on a mobile device than six months ago and 18 per cent more time viewing video on game consoles.

Indicating the evolution of web series as a primary form of entertainment, findings show that viewers of original series watch content most often during prime-time hours, 8-11pm. The second most common time for people to watch web series is 6-8pm.

When asked about their online advertising preferences, 35 per cent of viewers chose banner ads as the preferred form of advertising, followed by pre-rolls coming in second at 15 per cent. Of note, viewers of original web series responded more positively to advertising than viewers of television content online. The research showed that 43 per cent of’s audiences had a positive reaction to advertising in front of original web series content. However, when asked the same question about advertisements in front of television content streamed online, users were less receptive, with only 30 per cent reacting positively.

Dina Kaplan, co-founder of commented: “It’s clear from the research that web series fans are beginning to watch less television, while at the same time increasing the amount of content consumed on the web. It’s also significant that our viewers are more accepting of advertisements on web series, perhaps because fans are grateful to the advertiser for making the show possible. That’s a very different mindset, for a viewer, than seeing an ad on a show that was originally created for television.”

Categories: Articles, Consumer Behaviour, Premium, Research, VOD