Posted June 11, 2008 8:55 am by with 9 comments

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Here’s a shocker–the majority of shows on TV are boring and cable is expensive.

It’s no wonder then that consumption of online video has gone up significantly as less and less people watch TV.  Ipsos MediaCT conducted a study involving 1,102 early adopters who currently stream and download video online. From February 2007 to February 2008, video consumption from television went down 7 percent in just one year among this group.  Video consumption online went up 72% in the same time period.

What is surprising about this study?  The phenomenon of turning online for entertainment is not isolated or driven by a few select demographic groups, but rather is relatively consistent across all age groups and genders.

Now the bad news.  Online media doesn’t pay.  According to an article done by the Silicon Valley Insider, YouTube paid one of the most successful artists in YouTube’s partner program just $1600 for over 2 million views.  So although being a YouTube celebrity may be fun, it’s not going to pay the bills at this point.

  • I guess the big question is, what is it about TV that drives people away? Is it really the quality of the programming. I think, it’s more about choice. I watch plenty of created for TV media, but it’s usually TV shows I’ve downloaded via the internet. That way, I decide when I watch them, how I watch them, and I watch without commercials. It’s choice, not quality that’s driving people from TV to the internet.

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  • Shawn

    The advantage for us marketers and advertisers is the information we can get out of it. This shift helps us collect valuable data about consumers’ choices. The tricky part is to make it all usable.

    At our agency we outsource the secondary research to a team of experienced planners ( and save our planners’ time. We use their insights before meetings, pitches, and even instead of primary research sometimes.

  • This does not surprise me at all. I am personally in a position to vouch for the findings, as are many of my friends and relatives

  • Not suprised me, too. And you are totally true that video consumption online went up 72% in the same time period.

  • I believe that the increasement of video consumption online went up 72%. Most people I know spent more of their time with internet rather than TV. The entertainment source trend for sure has been moving.

  • Conventional, static television is losing ground, and is set to lose even more as mobile applications become the norm. As one marketer so succinctly put it: “…we’re heading for mobile TV”

  • Currently I have a slow internet connection and I can’t use video internet content with comfort. Therefore TV is greater part of my video information.

  • not surprised at all.

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  • Unfortunately, the days of huge paychecks for entertainment stars may be declining. I hate being tied to home on some networks schedule for TV. There is so much good content on the video sharing sites its unreal.

    One of my friends actually just canceled his cable & replaced it with a hacked Apple TV. We questioned his 11 year old about turning off the cable before making the switch. His response “so what, I can still get YouTube right?”.

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