It still appears that online and mobile video consumption is incremental to regular TV viewing, The Nielsen Company says.
“Although we have seen the computer and mobile phone screens taking on a significant role, their emergence has not been at the cost of TV viewership,” says Jim O’Hara, The Nielsen Co. president. The reason is that consumers simply are increasing the total amount of video they consume.
“The entire media universe is expanding so consumers are choosing to add elements to their media experience, rather than to replace them,” O'Hara says.
Nielsen data also shows Americans are using DVRs more than ever, watching one hour more of timeshifted TV each month than a year ago. Currently, 30 percent of homes in the U.S. have DVR devices.
During the second quarter of 2009, the number of people watching mobile video increased 70 percent from last year and people who watch video online increased their viewing by 46 percent compared to a year ago. In addition, the average American TV consumption remains at an all-time high (141 hours per month) compared to the same time frame last year.
Online usage is relatively flat since last year, though more people are viewing video online than ever before. But adults 18 to 24 watch more than five hours each month.
Short form video (such as YouTube clips) still makes up 83 percent of online video viewing, while name-brand TV network content comprises the majority of mobile video viewing.
Mobile video viewing continues its upward trend, with over 15 million Americans reporting watching mobile video in the second quarter of 2009, an increase of 70 percent versus last year and the largest annual growth yet seen, Nielsen says.
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