88% of Internet Users Will Be Watching Online Video by 2013

By 2013, more than 69 percent of online video ad revenue will be associated with long-form video. By that point, about 88 percent of all Internet users will be watching online video as well, eMarketer now projects.

As good as that will be for content owners, it is unclear whether the trend will be good, bad or neutral for Internet access providers. Much depends on how involved ISPs are in the revenue value chain.

Have Landlines in Service Actually Decreased?

Just about everybody assumes that landlines in service have declined over the last seven or eight years. To be sure, if one looks at Federal Communications Commission data, there is a net loss of about 34 million access lines between the end of 2000 and the end of 2007, though there has been significant shift of market share from incumbents to cable TV and competitive local exchange carriers.

But there are some facts one wouldn't immediately see. Wired broadband connections increased by more than 65 million over the same time frame. And business lines in service likewise increased, despite technological substitution of broadband for narrowband lines.

So one has to differentiate between lines that shifted to new providers, lines that shifted from narrowband to broadband and lines that shifted to over-the-top providers (A customer buying an over-the-top VoIP service is still a wired voice customer, even if a "line" appears to be gone.

If one assumes that the roughly three million U.S. VoIP lines are active, revenue-generating wired voice lines, the market as a whole lost about 31 million lines, for all reasons, between 2000 and the beginning of 2008.

Broadband lines in service grew from perhaps five million in 2000 to about 65.4 million in 2007. Even if every broadband line represented the loss of a narrowband line, overall lines in service clearly have grown.

Is TV Getting Cannibalized or Not?

A new IBM study reveals that online video is cannibalizing television consumption. Another study by Nielsen says U.S. TV watching actually has climbed. Maybe there are key differences between U.S. and global TV viewing that could account for the differences. But the Nielsen report also notes that “TV use is at an all-time high, yet people are also using the Internet more often; 31 percent of which is happening simultaneously,” Susan Whiting, Nielsen vice chairwoman says.

That's a potential way of harmonizing some of the difference. People could be watching online video while the TV is on in the background.

The IBM poll of 2,800 people in six countries found that 76 percent have viewed video online and that 45 percent do so regularly. About 15 percent of those who watch online videos say they watch "slightly less" TV than they used to, while 36 percent say they watch "significantly less" TV as a result of their online video viewing. Indeed, "place-shifting alternatives may be changing consumer couch-potato behavior," the study claims. IBM polled 2,800 people in six countries for the study.

In the third quarter of 2008, the average American watched approximately 142 hours of TV per month, five hours more than they watched in a typical month during the same period a year ago, Nielsen says. During the 2007 to 2008 television season, the average U.S. household consumed eight hours and 18 minutes of TV per day, a record high since Nielsen started measuring television in the 1950s.

Americans who used the Internet were online 27 hours a month, and people who used a mobile phone spent three hours a month watching mobile video. Men were more likely than women to watch via mobile phone, while women were more likely then men to watch video online.

HDTV Drives 2.3 Million Churn Events

HDTV purchases seem to be driving some amount of service provider churn: nine percent of HDTV owners say that they switched multi-channel video providers when they purchased their HDTV, according to Leichtman Research Group. About 22 percent of all households purchased a new TV set in the past 12 months, with 43 percent of this group spending over $1,000 on a new TV.

There are about 114.5 million U.S. TV households. That suggests 25.2 million TV homes bought HDTVs. If nine percent of those buyers switched providers, that suggests 2.3 million homes switched providers, or about two percent of TV households, over the last 12 months, because of an HDTV purchase.

50 Mbps? Try 8 Mbps

U.K. workplaces with downstream broadband speeds topping 10 Mbps have risen from 18 to 25 percent, Point Topic says.

About 13 percent of businesses had speeds of 50 Mbps or above. About 21 percent of businesses have a connection capable of less than 2 Mbps, 33 percent run at up to 8 Mbps, 12 percent have 10 Mbps connections, six percent have 100 Mbps service, five percent use 50 Mbps and two percent have connections running at 100 Mbps.

The most common downstream speed among businesses is 8 Mbps, with 33 percent of businesses buying connections at that rate.

One wonders whether a quarter of cable modem subscribers will be willing to spend about $150 a month to get service at about 50 Mbps downstream, given demand so far for business broadband at speeds above 10 Mbps.

50-Mbps Demand Test

Comcast has begun introducing 22 Mbps and 50 Mbps broadband access, and the company says it will make the new services available to 10 million premises in at least 10 markets over the next few months. Comcast’s Extreme 50 service, offering up to 50 Mbps downstream and up to 10 Mbps upstream, costs $139.95 per month, plus taxes, when bought with cable TV service. The Ultra service, running at up to 22 Mbps downstream and 5 Mbps upstream, costs $62.95 a month, plus taxes, when bought in conjunction with cable TV service.

In the Pacific Northwest, Comcast will primarily compete with DSL services from Qwest Communications International (which advertises download speeds up to 12 Mbps) and Verizon Communications (up to 7.1 Mbps).

A business-class package offering 50 Mbps downstream and 10 Mbps upstream, sells for $189.95, plus taxes, and bundles in firewall services, static IP addresses, 24/7 customer support, and a suite of software from Microsoft.

We now will get a demand-side test of how many customers presently want to pay for service at such speeds.

Smart Phone Behavioral Differences

So far, it appears that Apple iPhone users download applications more often than other smart phone users. Some 72 percent of iPhone users say they have downloaded more than five applications on their phones, compared to only 23 percent of other smart phone owners.

Where 34 percent of smart phone owners have not added an application to their phone, just seven percent of iPhone users report they never have downloaded an app, according to a recent survey by Compete.

The issue is what this behavioral difference makes. It may be partly that iPhone lead adopters are tech savvy, compared to other smart phone users. It also may be that apps are easy to find and add to the iPhone.

It is conceivable download rates for Google and Blackberry devices might ultimately rise to match what iPhone now sees, Compete analysts suggest.