by Wayne Friedman, Friday, September 6, 2013
Traditional TV viewers are increasingly spending more of their time watching more digital video.
While 40% of 18-34 viewers watch some digital video at least once a day -- and 21% of those 35-49 -- a portion of viewers both young and old say they "never" watch digital video.
According to a Ipsos MediaCT survey, 11% of 18-34 viewers "never" watch digital video and 26% of 35-49 viewers also "never" watch digital video. The study was conducted in May 2013.
Research also says 35% of 18-34 TV viewers and 32% of 35-49 TV viewers watch digital video less than once a week. The study defined TV viewers as those who watch TV during prime time at least twice a week.
Most of the digital viewing was between 8 p.m. and 12 midnight. Sixty-seven percent of all those surveyed 18-49 watch "live TV"; with 47% of viewers watching some streaming or online video in that time period, 36% of TV viewers watching DVR time-shifting programming at that time; and 28% viewing video-on-demand programming.
Full-length movies were the content of choice digitally, with 62% watching this type of digital video. Cable or broadcast network was next at 45%, with 38% watching other longer-form original content.
According to a study from Harris Interactive, 35% of viewers "often or sometimes "streamed video through a subscription service, such as Netflix. Purchasing or renting individual videos -- a declining activity -- was reported at a 19% level of consumers doing this "sometimes."