Pat Dollard

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Across generations, “streamers” expect access to TV programs on “device of my choice,” says new Knowledge Networks report. One in Five Internet Users 13 to 54 Watches Full TV Programs Online; Figure Has Doubled in Two Years.

MENLO PARK, Calif., Feb. 12 /PRNewswire/ — One in five (21%) Internet users ages 13 to 54 now accesses streaming video to watch full episodes of TV programs — up from 10% in 2006, according to a new report from Knowledge Networks. Two-thirds (65%) of these “streamers” say they expect to be able to watch their favorite shows on “the device of my choice” — an expectation that reaches across generations, from 66% of teen “streamers” (ages 13 to 17) to 57% of those 50 to 54.

How People Use(R) TV’s Web Connections, from The Home Technology Monitor(TM), is now in its third year, detailing consumers’ changing use of and attitudes toward television network content on the Internet. The report shows that, among 13-to-54 streamers of TV network content,

– use of third-party hosting sites (such as Hulu) to access TV network video content has doubled since 2007, from 14% to 28%

– the networks’ own websites are still streamers’ most common source of network content, with the highest level being among those ages 18 to 34 (68%)

– 87% say they view full TV programs online so that they can “watch a current episode that I missed” — more than double the proportion (40%) who are watching “older” or “last season” episodes; and 18% say they are “trying out a new program”

– 30% have forwarded a link to network content to somebody they know — and almost half (44%) say they have received a link to network content from a family member or friend

Making full TV episodes available online also creates good will — for networks and sponsors alike; 86% of 13-to-54 streamers said they are more engaged with programs that they can watch on the Internet — up from 78% in 2006. And 66% said that having access to complete episodes increases their consideration of sponsoring brands, compared to 58% in 2006. Trends among streamers of network-originated video, by age group 13-54 13-17 18-34 35-49 50-54 ’06 ’08 ’06 ’08 ’06 ’08 ’06 ’08 ’06 ’08 % % % % % % % % % % Among all Internet users … Access full TV programs online 10 21 11 28 12 26 8 16 1 9 Among streamers … Uses TV network websites to view video 61 63 56 51 61 68 65 64 53 53 Use third-party video sites to view network video 16 28 27 26 15 30 12 26 8 32 Access to full episodes increases consideration of sponsoring brands 58 66 67 69 58 66 57 69 24 36

“Among streamers, there is no shortage of demand for TV network content, and Internet availability of full episodes increases their appetite for both online and traditional viewing of programs,” said David Tice, Vice President of Client Service at Knowledge Networks and director of The Home Technology Monitor(TM). “This kind of access and control has become something streamers demand, and networks and sponsors alike reap benefits from the added engagement that full-program streaming creates.”