It’s no secret that online video is under the industry microscope more than ever, as consumers are exploring new ways to find TV content online and companies are searching for ideal business models in a rapidly changing TV landscape. Some key findings and analysis this week from Nielsen, and an article from the Silicon Alley Insider, raised some interesting points regarding consumer behaviors toward online video. Specifically, Nielsen’s measurement of the “most addictive Web video sites” showed Netflix taking the lead when it came to time spent per viewer, with a noteworthy 200+ minutes of viewership in February, while Hulu held the sixth spot (about 175 minutes per user). YouTube landed further down the list (less than 100 minutes per month) given its focus on shorter form content (though that may change down the road with their recent content deal).
So what does this mean? According to the study, there is a clear shift taking place in 2009 as people have become more willing to spend a longer amount of time watching shows and movies on emerging Web platforms versus the traditional big screen TV without completely stealing audience share from the traditional medium. After all, don’t you have certain times when the PC is preferable and others when you just can’t beat lounging on the couch in front of the big screen?
With a surge of online startups all vying for consumer attention, and more importantly dollars, you (yes you!) have never been in a better position to vocalize your preferences for viewing premium content on the PC. Sure, the battle for domination in TV delivery will continue to play out for some time but isn’t it nice knowing that, by the nature of competition, these sites will evolve to meet demand?
What’s also interesting is that a survey released by Accenture during the NAB Show this week illustrated similar growth in TV usage across all screens, with the number of people interested in watching TV on a computer growing from 61% in the company’s initial survey last year to 74% this time around. At the same time, respondents were more compelled to pay for subscription-based services rather than pay-per-play, proving that access to unlimited programming is more desirable than a-la-carte content.
All in all, this left us wondering:
• What makes you more inclined to post up in front of the PC versus sitting back and turning on the TV?
• Which sites do you use most often to watch TV shows and movies?
• How do you measure the cost of a TV/video service against its quality and convenience?
As always, we’re interested in hearing your questions and comments.