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99 percent of video content watched on traditional TV, online video spikes

Written by Andre Yoskowitz (Google+) @ 09 Dec 2009 18:02 User comments (5)

99 percent of video content watched on traditional TV, online video spikes Nielsen has released their latest A2/M2 Three Screen Report, and it appears that consumers still spend 99 percent of their video time in front of the TV despite large increases in DVR and online video playback.
“Americans today have an insatiable appetite for not only content, but also choice,” says Nic Covey, director of cross-platform insights at Nielsen. “Across all age groups, we see consumers adding the Internet and mobile devices to their media diet — consuming media anytime and anywhere possible.”

For the Q3 2009, time spent for DVR was up 21 percent and online video was up 34.9 percent, yet the numbers didn't even put a dent in traditional TV time.

Nielsen highlights the report:

* In 3Q09, the average American watched 31 hours of TV per week, with 31 minutes spent in playback mode with their DVR.
* In addition, each week the average consumer spent 4 hours on the Internet and 22 minutes watching online video.
* The average consumer spent 3 minutes watching mobile video each week.
* Almost 99% of video content watched in America is still done on traditional television
* DVR and Online Video continue to show solid growth – up 21.1% and 34.9% respectively in time spent from Third Quarter 2008
* Teens continue to watch mobile video the most, at just over 7 hours per month, though mobile video is not just a young medium, as mobile users Adults 45-54 report viewing nearly 3 hours of video on their mobile phones

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5 user comments

19.12.2009 20:31

More people need to get with the times and watch all their content commercially and monetarily free on the internet as a way to rebel against the commercially infested TV programs and time schedules.

I can't stand watching commercials anymore because most of them are only interesting in getting your money and are not even truthful or fully explanatory, which leaves room for the consumer to be deceived and cheated out of their money.

Aside from that, people need to get away from the tube and think for themselves instead of taking the things presented on TV as fact. I wonder sometimes if people behave accordingly because of the way it's presented on TV, instead of the other way around. We are being influenced and controlled without even realizing it.

I'm sure I'm not the only one here who has this opinion.

29.12.2009 23:16

I love my DVR...I never watch live TV anymore.

I know what you mean about the commercials...then can lie through their teeth, and they don't even need a disclaimer most of the time. The FCC needs to spend more time going after these televised con artists, and less time worrying if they should ban educational television because it is too acurate.

310.12.2009 0:35

I am a little skeptical on the numbers of online video playback. when Nielsen called me about participating in there program I told them that I only watch TV over the internet. I informed them that I would be more then willing if I was able to participate. they said I was not able to.

seems a little lopsided on there data.

410.12.2009 5:29

I guess if it is policy not to give boxes to those who watch internet TV, then the results make sence. I guess you could show just about anything like that.

I still doubt that 99% of the time, people don't use their DVR. Everyone I know (other than my mom who hates TV) owns a DVR...and most people I know don't watch live TV other than live events and sunday night primetime.

511.12.2009 16:45

My only query is how many people just leave there TV on in the background while multi tasking other things as i speak i have the tv on with my set top box watching the NBA and writing this comment on AfterDawn and i just watched the top 10 gadget video from time magazine.
go figure...

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