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Online Video Cannibalizing TV October 9, 2007

Posted by Joanne KY Teoh in Advertising, News, Social Media, Trends, Web Video, YouTube.
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Amid talk about how Web video is cannibalizing eyeballs from the big screen, younger demographics are shifting focus from TV to Youtube. A survey by Frank Magid Associates shows that while a majority of consumers would rather watch video on TVs than on the Web, remarkably 13% of people feel otherwise.

Younger adults are the least committed to TV, with only 23% strongly agreeing that they prefer TV for video viewing. In contrast, more than 48% of the 55- to 64-year-olds strongly prefer TV.

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Source: Frank N. Magid Associates

About 29% of the 12 to 64-year-old population report that the Web is competing with the TV for their entertainment time. For 18- to 24-year-olds, that number rises to 36%; for 55- to 64-year-olds the number falls to 27%. And almost a quarter of online users surveyed believe the Internet is the future of video viewing, with younger adults expressing more confidence in that prediction.

Young people are more likely to report watching less TV since they started using social-networking sites such as MySpace or Facebook. More than 22% of 18- to 24-year-olds say they are watching less TV since they started using social-networking sites.

Respondents also believe their use of online video has cannibalized TV. Overall, more than 15% of respondents say they watch TV less as a result of watching online videos. And 25% of 18- to 24-year-olds believe that online video is cannibalizing their TV viewing. In comparison, fewer than 11% of 45- to 54-year-olds report such cannibalization.

Source: Advertising Age.

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