Nielsen/CTAM Study

84% Of Web Vid Viewers Haven't Cut Cord

A new Nielsen/CTAM study challenges the notion that consumers are dumping traditional TV for online video. The study found that 84% Web video viewers are watching the same amount of regularly scheduled television since they started streaming or downloading programs or movies to watch on their TV sets.
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NetNewsCheck,

Cord cutting may not be as big of a problem as many television executives think it is. A new study from Nielsen and the Cable & Telecommunications Association for Marketing challenges the notion that consumers are dumping tradition television for online video. The "Life Is a Stream" study found that 84% of Web video viewers report that they are watching the same, or more, regularly scheduled TV since they started streaming or downloading programming to watch on the TV set. Also, 92% of those viewers subscribe to a pay TV service, with only 3% reporting that they plan to cut the cord.

“So far Chicken Little was wrong,” CTAM President and CEO Char Beales said in a statement. “It’s critical to our business that we deeply understand these evolving behaviors. We’ve learned that new technologies are providing additional opportunities for viewers to access TV shows and movies, at their convenience. But it’s supplementing viewing of regularly-scheduled TV, not replacing it.”

The study, conducted by Nielsen and commissioned by CTAM, is the first to take an in-depth look at the behavior of this viewing segment. The findings run contrary to the belief that Internet-to-TV content consumers -- 11% of the U.S. population -- are “cord-cutters.”

Todd Cunningham, senior vice president, strategic insights and research, MTV Networks, and one of the volunteer leaders overseeing this study added, “These consumers are feeding their insatiable entertainment appetites by viewing more and more content from the Internet on their TV sets and they’re often viewing shows they might have otherwise missed. So we’re keenly interested in learning more about the ‘more than half’ of respondents who say they discovered shows by viewing them on the TV via the Internet first, and then sought them out on regularly-scheduled TV.”

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