Young, emerging households, younger college graduates and lower to middle income consumers who may not be fully convinced of the need to pay for digital cable represent the core group abandoning their multi-channel video subscriptions and substituting online video.
Nielsen data shows that these individuals are typically light TV viewers who watch 40 percent less TV per day than the national average. And while they stream about twice the average amount of video, they still only stream about 10 minutes per day, hardly an indication of a monumental shift to online-only viewing, Nielsen says.
The number of people per month viewing online video increased six percent year-over-year, the study shows.
Online video streaming still only accounts for less than 2.5 percent of total video consumption across all demographics.
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