New consumer research from Leichtman Research Group, Inc. (LRG) found that usage of online video expanded in the past year. In total, 34% of adults online at home report that they view some type of video online at least weekly, including 11% who view video online daily – this compares to 31% of those online who viewed video online at least once a week last year, and 25% two years ago.

While those watching recent TV shows online have increased, TV shows rank well down the list of the types of video that people are regularly viewing online, and the impact on traditional TV viewing and multi-channel video subscriptions has been negligible.

Interesting facts about the trends include:
• Overall (including those not online), 1% of adults view recent TV shows online daily, and 8% weekly – compared to 6% weekly last year.
• Overall, 24% of adults report viewing a news clip online weekly, 20% view YouTube or other user-generated video online weekly, and 15% view sports news or highlights online weekly.
• 93% of adults with a TV report spending at least 1 hour a day, on average, watching TV, and 35% of adults spend at least 4 hours a day watching TV – similar to last year.
• 8% of adults who watch video online strongly agree that they now watch TV less often, while 75% strongly disagree.
• 18% of teens who watch video online strongly agree that they now watch TV less often, while 61% strongly disagree.
• Among all adults online, 3% strongly agree that they would consider disconnecting their TV service to just watch video online – compared to 4% last year.
• Those who watch recent TV shows online weekly are no more likely to consider disconnecting their TV subscription than others.

These findings are based on a survey of 1,250 households nationwide, along with a sample of 250 teens ages 12-17, and are part of a new LRG study, Emerging Video Services III.

"Time spent watching TV is virtually unchanged from prior years, and multi-channel video subscriptions are at an all time high despite the challenging economic environment," said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. "While those watching recent episodes of TV shows online increased in the past year, they still represent a small portion of all adults; and this group tends to express less likelihood to switch from their video provider than others. There is next to no evidence of any significant number of consumers currently 'cutting the cord' to their multi-channel video subscription to only watch TV shows online (or on other non-TV-based devices), and it is unlikely that this type of behavior will become commonplace in the near-term."

Emerging Video Services III is LRG's third annual nationwide study investigating non-TV-based video services (including online, iPods/portable media players, and mobile phones), published January 2009.

Source: www.LeichtmanResearch.com.

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