Broadband video content was watched by an estimated 81m people in March. That's 63% of the 129m people accessing the internet over broadband in the US, according to US market research group Nielsen, and a 16% increase on the figure last September.
Nielsen's research for the US Cable & Telecommunications Association for Marketing (CTAM) found that broadband video had a minimal, if any, affect on TV ratings, since broadband viewing was largely found to be incremental new viewing rather than a substitute for traditional television viewing.
Thirty-three per cent of respondents in a Nielsen survey indicated that watching video over broadband increased their television viewing time, versus 13% who indicated it decreased their traditional television viewing.
Nielsen said widespread use of broadband video depended on content eventually being accessible via TV screens rather than PCs.
"The growing popularity of broadband video programming makes it vital to better understand its true impact on the viewership of and engagement with television," said CTAM CEO Char Beales.
"This research provides an unprecedented look at how consumers are making television viewing decisions as well as which consumers are more likely to embrace broadband content in the future."
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