Web Video Up, TV's Not Down

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More people are watching shows and movie content via the Web, but it doesn't appear this behavior is cannibalizing linear TV watching, according to a new report conducted by The Nielsen Co. for the Cable & Telecommunications Association for Marketing.

An estimated 81 million people, or 63% of daily Internet users, report they watch broadband video at work or home. That level has increased by 16% in just six months, according to A Barometer of Broadband Content and Its Users. Of participants, 33% said watching video via the Internet increases their overall viewing time, while 13% said they were watching less TV in favor of broadband content.

The top destinations for online streaming are ABC.com for TV shows and Yahoo Movies for theatrical releases, according to the report.

Consumers are more aware of where to find the video they want, but better navigation interfaces and increased availability of high-profile TV programs could lead to even more use of the Internet for entertainment viewing in the future, respondents said. The widest use of Internet streaming will come when content is more easily transferrable to home TV sets.

The study provides the first comprehensive look at the relationship between broadband video and TV viewing behavior, the research partners said. CTAM's research committee, comprised of research executives at networks and cable operators, decided the industry needs to track the impact of broadband streaming on traditional TV viewing

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