(9 September 2009 6:35 pm)

MUMBAI: As consumers prefer watching television as per their convenience, more and more consumers are turning to online TV in the US, reveals 'The Consumer Internet Barometer' report.

'The Consumer Internet Barometer' is a quarterly report brought out by the global business membership and research association, The Conference Board and global market insight and information group, TNS.

According to the report, being able to view favourite shows at any time, along with personal convenience and portability are the main reasons why they prefer online TV.

The study states that nearly one out of four US households watches TV online, up from 20 per cent last year. Nearly 80 per cent of consumers log on daily for entertainment.

Says The Conference Board Consumer Research Center director Lynn Franco, "Online viewing allows users to watch TV on their own schedule, catch up on missed content and focus on their favorite programmes. As a result, about 20 percent of consumers say their traditional TV viewing has declined."

According to the report, of all the online programmes watched, news shows are the most popular online programmes -watched by about 43 per cent of online TV viewers. About 35 per cent enjoy sitcoms, comedies and dramas while 19 per cent of online TV viewers indulge in reality shows and 18 per cent follow sports.

The report states that more than two-thirds of online TV viewers access television content through the official TV channel's homepage. YouTube.com still retains second place, accessed by 42 per cent of online TV viewers. Meanwhile, Hulu.com has grown from 8 per cent of households to 32 per cent today.

Hulu.com is fast becoming the hot site, just behind YouTube for watching TV programmes, suggests the report.

"The rise of Hulu is not just a coincidence.Hulu.com and other online TV viewing options have created a user experience equivalent to how people self categorise content - sorting by brand, genre and popularity. This user experience, along with a deep library of branded content, has created a service that continues to resonate with users," says TNS SVP innovation and product development Bernard Brenner.