Consumers looking online for video

January 12th, 2012

Consumers appear to be increasing their interest in online video as recent research has suggested that many are even starting to shun live TV in favour of watching online.

Conducted by DRV pioneer TiVo, the study found that the viewership of recorded TV and internet-delivered content is higher than that on live TV.

Admittedly the research focused on TiVo device owners, but with the latest Nielsen study also confirming that millions of viewers checked out online video in 2011, now could be a great time invest in video production in London.

The latest data found that only 38 per cent of viewing conducted through its web-connected devices is live. Meanwhile, nearly two thirds of viewing is driven by online on-demand requests or delayed TV requests.

Furthermore, among users of broadband over-the-top access to Netflix, YouTube and other online video providers, live viewership fell even further to 27 per cent.

Tara Maitra, senior vice-president and general manager of content and media sales for TiVo, commented: “This new second-by-second data shows that on demand viewing though a combination of time shifting on the DVR and broadband OTT has become a huge part of the consumer’s entertainment mix.

“It really has become all about whatever they want to watch, whenever they want to watch it.”

The firm’s president added that the television and cable industries are being challenged by the change in viewing habits, while providers of alternative methods are by and large being welcomed by the audience.

Indeed, such large changes will inevitably have an impact on how content is delivered and could well see more companies invest in improving online access to content. Meanwhile, as consumers become increasingly comfortable with viewing video content online, new businesses and websites could find that now is a great time to consider getting in touch with a video production agency to help ride the wave of interest.