A new report from Integrated Media Measurement has found that 20% of all television viewers are watching some primetime network television online.
The report also found that for the first time a significant portion of online viewers are watching this content exclusively online, with 50% watching shows online instead of on broadcast television. 31.3% use the internet to catch up on missed episodes, and the remainder use the internet to fill in episodes they missed or re-watch something they had already seen on television.
I've always made the presumption, based on other reports, that the trend to online viewing was greater in younger demographics. The study only considered those watching 14 primetime shows, so may have naturally excluded those who are not heavy television viewers (the young), but did find that the shift to online was more pronounced in Generation X, or more precisely in the 25-44 year old age brackets.
It's not a stampede yet, but 20% of the television audience is now consuming prime time content online at a time, as I've discussed previously, we have yet to see true convergence between the internet and television screen, is quite amazing. People are forgoing their television screens for computers in significant numbers. Imagination when they can consume this online content at ease, on the big screen, from their couch. Tip of the iceberg.