TV vs. Online Video Viewing

Despite the legitimate hype of the power of online video, a study earlier this year puts consumer viewing habits in perspective. Reference http://www.emarketer.com/Article.aspx?id=1004976&src=article1_newsltr.

The two key summary points of the May 27, 2007 e-Marketer article:

• • "Among adults who stream and download video, only 11% of their video is viewed on a PC, while three-quarters is viewed on a TV, according to Ipsos Insight's "MOTION" study conducted in December 2006 and January 2007."
• • Brian Cruikshank of Ipsos said,"It's clear that consumers are inclined to experiencing video, particularly longer-form content, within their living rooms… ”

In short, most of the people downloading videos of any reasonable length are more likely to watch them on their TV.

No surprise here. And, there's a common-sense inference one can make in the context of the ancient discussion of "convergence." That is, while burgeoning new media for the delivery of video (computer and mobile devices) continue to be interesting, they are unlikely to ever conquer "the couch"…that means the TV set…or, whatever it is we're going to call that big-screen thing that sits in our living rooms in the future.

This has strong implications for Video On Demand (VOD) and eventually ipTV. As long As digital cable & satellite interactive technology, functionality and usability continue to evolve at any reasonable rate (which is sometimes questionable) they will have a high probability of remaining the majority owners of video-watching eyeballs over the long run.

While we all can tout the active experience of sitting bolt upright at our desktop computers surfing Web content after a long work week, or the fun of squinting at our mobile phone screens from semi-fetal positions, the "passive" experience of browsing the same type of content in video format on our hi-def screens from the comfort of our couches (albeit somewhat less interactively over the short term) is unlikely to be displaced significantly anytime soon.

September, 2007 | Permalink
Categories: Internet New Technology

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