A new study conducted by The Nielsen Company shows that online video serves as a great complement to traditional TV, rather than threatening to replace it.
When asking U.S. consumers what sorts of video they watch online, many cited things like a TV show's new episode previews (38%), behind-the-scenes video clips (27%), bloopers (22%), and deleted scenes (20%). (I wish I knew of networks that offered bloopers and deleted scenes online; if such content is available, it really should be advertised more!)
Of consumers that do watch full TV show episodes online, the majority (82%) said that it was only because they missed the actual airing on TV. What's more, a whopping 87% said they viewed the show from the TV network's own Website; not some third-party piracy site like many would like us to believe. (Naturally, this study hails from the U.S., since online video offering through TV networks in Canada is relatively scarce).
If this is the case, why aren't more networks (especially in Canada) offering their programming online as a supplement to the TV versions? The answer is likely due to fear that online videos will steer viewers away from standard TV. I'd argue (and the study also reinforces) that this certainly isn't the case: each means represents a very different experience. I can't imagine opting to watch a show online instead of via TV for any viable reason other than that I can't access the show by TV at that particular time.
What's more, the Nielsen study discovered that most consumers prefer the Web for short videos, like movie trailers (53%), user-generated videos (45%), music videos and general news segments (37%), comedy programs (31%), and sports clips (31%).
"This analysis shows a continuing strong appetite for watching television the traditional way even as viewers begin to extend their viewing to the personal computer." said Susan Whiting, Executive Vice President, The Nielsen Company.
With that said, Nielsen also found that interest in things like HD programming and on-demand TV have also increased. 20% of the respondents who subscribe to HD channels say they watch HD programming "every time" they watch TV; while awareness of free on-demand TV jumped from just 49% in 2005 to 71% in 2007. Customers interested in jumping on the flat-panel HDTV bandwagon rose from 18% in 2005 to 28% in 2007.
A small portion of consumers is also exploring additional ways of viewing video content: 6% watch video via compatible mobile phones and 5% via other portable video players. Of those who own a video-capable iPod, 16% say they watch videos two to three times a month on the portable device. However, we certainly have a long way to go in this area: 35% of iPod Video owners have never watched a video on the player!
Interestingly, just as I was writing this, another study appeared in my inbox that reveals consumers are actively making copies of pre-recorded DVDs. The study, conducted by Futuresource Consulting, found that one-third of respondents from both the U.S. and the U.K. admitted to making a DVD copy in the past 6 months. The most likely culprits: 18-24-year-old males; and the most likely methods include copying via a DVD player and recorder, or using PC burning software. As for what they're coopying, it's, no surprise, new release movie titles.
Making a back-up copy of one's own purchased movie should, in my eyes, be permitted. But the study claims that a "significant portion" of copying is done with borrowed or rented movies. One argument many have made against the "lost revenues" argument from illegal copying is that the consumer likely would not have purchased a legitimate copy of the film anyway. However, Futuresource's study discovered that 77% of respondents in the U.S. and 63% in the U.K. said they would, in fact, have purchased legal copies of most of the movies in question had they not been able to make the copy.
One thing's clear from all of this information: consumers really are interested in video content every which way they can get it. Perhaps in making more video accessible in more ways, this will help curb piracy altogether; and satisfy consumer craving for vast amounts of media consumption.
When asking U.S. consumers what sorts of video they watch online, many cited things like a TV show's new episode previews (38%), behind-the-scenes video clips (27%), bloopers (22%), and deleted scenes (20%). (I wish I knew of networks that offered bloopers and deleted scenes online; if such content is available, it really should be advertised more!)
Of consumers that do watch full TV show episodes online, the majority (82%) said that it was only because they missed the actual airing on TV. What's more, a whopping 87% said they viewed the show from the TV network's own Website; not some third-party piracy site like many would like us to believe. (Naturally, this study hails from the U.S., since online video offering through TV networks in Canada is relatively scarce).
If this is the case, why aren't more networks (especially in Canada) offering their programming online as a supplement to the TV versions? The answer is likely due to fear that online videos will steer viewers away from standard TV. I'd argue (and the study also reinforces) that this certainly isn't the case: each means represents a very different experience. I can't imagine opting to watch a show online instead of via TV for any viable reason other than that I can't access the show by TV at that particular time.
What's more, the Nielsen study discovered that most consumers prefer the Web for short videos, like movie trailers (53%), user-generated videos (45%), music videos and general news segments (37%), comedy programs (31%), and sports clips (31%).
"This analysis shows a continuing strong appetite for watching television the traditional way even as viewers begin to extend their viewing to the personal computer." said Susan Whiting, Executive Vice President, The Nielsen Company.
With that said, Nielsen also found that interest in things like HD programming and on-demand TV have also increased. 20% of the respondents who subscribe to HD channels say they watch HD programming "every time" they watch TV; while awareness of free on-demand TV jumped from just 49% in 2005 to 71% in 2007. Customers interested in jumping on the flat-panel HDTV bandwagon rose from 18% in 2005 to 28% in 2007.
A small portion of consumers is also exploring additional ways of viewing video content: 6% watch video via compatible mobile phones and 5% via other portable video players. Of those who own a video-capable iPod, 16% say they watch videos two to three times a month on the portable device. However, we certainly have a long way to go in this area: 35% of iPod Video owners have never watched a video on the player!
Interestingly, just as I was writing this, another study appeared in my inbox that reveals consumers are actively making copies of pre-recorded DVDs. The study, conducted by Futuresource Consulting, found that one-third of respondents from both the U.S. and the U.K. admitted to making a DVD copy in the past 6 months. The most likely culprits: 18-24-year-old males; and the most likely methods include copying via a DVD player and recorder, or using PC burning software. As for what they're coopying, it's, no surprise, new release movie titles.
Making a back-up copy of one's own purchased movie should, in my eyes, be permitted. But the study claims that a "significant portion" of copying is done with borrowed or rented movies. One argument many have made against the "lost revenues" argument from illegal copying is that the consumer likely would not have purchased a legitimate copy of the film anyway. However, Futuresource's study discovered that 77% of respondents in the U.S. and 63% in the U.K. said they would, in fact, have purchased legal copies of most of the movies in question had they not been able to make the copy.
One thing's clear from all of this information: consumers really are interested in video content every which way they can get it. Perhaps in making more video accessible in more ways, this will help curb piracy altogether; and satisfy consumer craving for vast amounts of media consumption.
