(6 September 2008 6:00 pm)

MUMBAI: Nearly one-fifth of American households who use the internet watch television broadcasts online, double the viewership from 2006, according to a recent study.

The study done by TNS and The Confeernce board says that most consumers do not like a set schedule. Being able to watch broadcasts on their own time and at their convenience are the top reasons users tune in online. Other reasons include avoiding commercials and portability. Nearly 72 per cent of online households log on for entertainment purposes on a daily basis.

The Conference Board Consumer Research Center director Lynn Franco says, “Most consumers are pressed for time and require flexibility in their daily schedules and TV viewing habits. Being able to watch broadcasts on their own time and at their convenience are clearly reasons why we are seeing a greater number turning to the Internet. And, it is the reason why we would expect to see this trend continue.”

The top five types of shows viewed online are news, drama, sitcom/comedy, reality shows and sports, with user generated content following close behind. Among consumers connecting to online broadcasts, 43 per cent tune into the news, 39 per cent watch drama shows, 34 per cent view sitcom/comedy shows, 23 per cent watch reality shows, 16 per cent view sports, and 15 per cent view user generated content. Other categories attracting viewers include previews, additional content from favorite shows, soap operas, and advertisements.

TNS senior VP, brand and communications Michael Saxon says, “The shift from appointment TV to content on demand is well underway. Fundamentally, consumers expect content to be available when they want it, and on the screen of their choice – TV, PC, or mobile. For consumers, PCs enhance content on demand from simply time-shifting to place-shifting. Online content can be viewed in any room in the house, or at work or school.”

The top methods for viewing broadcasts online are streaming video, used by 68 per cent of online TV viewers, and free download, used by 38 per cent of viewers.

The top two destinations for online broadcasts are the official TV channel homepage, accessed by 65 per cent of viewers, and YouTube.com, accessed by 41 per cent of viewers. Other sites used for access include iTunes, Hulu, file sharing sites, social networking sites, and Limewire. Few consumers are willing to enroll in pay per download and subscription services.