34% of consumers pay for online and streamed video content, according to a survey from TVGuide.com and paidContent released in November 2011. Data from “Inside the War for Viewer’s Attention” indicates that while 81% watch streaming and online services for free (not counting broadband bills), 69% also use paid content or subscription services. 19% of consumers are also paying more for their TV content than before, and 41% pay for time-shifted viewing.
Time Spent Watching TV Grows
32% of the population now watches more than 30 hours of TV per week, representing an increase of 14% from 28% in 2010. Overall, 93% of respondents say they are watching more TV than before, a slight increase from 90% in 2010. According to paidContent, that growth is largely coming from the rise of new technology, with 55% of users saying they watch TV online. In fact, the amount of time people are spending watching online is growing fast: 15% are now watching 6 or more hours of online video per week, spiking from 4% in 2010. Overall, 62% say they are watching more online video than before.
TV Ads Bumped by DVR
While 71% of respondents say they are watching more time-shifted content, a massive 96% fast-forward through ads on DVR content. This compares to 44% who say they “don’t mind” ads as a general rule, primarily because they are curious about new products and services.
iPads Popular but Seen Expensive
According to the report, 27% of consumers plan to buy a tablet in the next year, with a further 13% planning a purchase in the next 6 months. 47% are likely to buy an iPad, 57% more than those who are likely to buy a Kindle Fire (30%). If money was not a factor, however, 71% say they would buy an iPad.
Nielsen: TV Still Runaway Primary Viewing Medium
Close to all (97%) of Americans watch TV in their homes, double the number (48%) who now watch video online, according to an October 2011 report from Nielsen. Results from “The Cross-Platform Report” indicate that mobile subscribers watching video online in Q2 2011 grew 36% year-over-year, and now constitute 10% of the American population. The number of Americans watching time-shifted TV also grew 13% from Q2 2010, to more than one-third of the population.