Video On PCs Captures Share Of TV Screen Time

Recent findings released by Ipsos MediaCT from MOTION shows that the percentage of video consumed on a TV among video downloaders and streamers declined from 75% in February 2007 to 70% in February 2008. A significant drop in overall ‘share of screen time’ with the growing contingent of digital video users, says the report.

In addition, the percentage of total screen time captured by movie theaters also declined significantly in the past year, mirroring an overall trend Ipsos MediaCT has witnessed in traditional video consumption.

Adam Wright, Director at Ipsos MediaCT, explains: “Streaming video online has become an activity many Americans aren’t just experimenting with, but enjoy on a regular basis. Today, about half of all Internet users aged 12 and up have streamed a video file online in the past 30 days… the ubiquity of high-speed Internet connections… (has) caused many to adopt the PC as a channel they rely on for video entertainment.”

Where All Video Content Watched (Among those who have streamed or downloaded video content. February, 2008)
Medium % of Viewers
Feb. 2008
% of Viewers
Feb. 2007
TV

70%

75%

Personal computer

19

11

Movie theater screen

5

7

Portable digital media player

2

1

Portable DVD player

2

3

In-vehicle DVD player

1

1

Mobile phone

1

0

Source: Ipsos MediaCT, June 2008

Overall screen time for the PC, which nearly doubled its overall share with digital video consumers since early in 2007. Among the 52% of American’s age 12+ whom have ever streamed or downloaded a digital video file online, about one out of every five hours spent watching movies, TV shows and/or other types of videos is done so on a PC.

In noting the relative lack of growth in the overall share of screen time being allocated to other, more portable video devices such as portable DVD players, digital media players and mobile phones, Wright explains that “While the number of device options are growing… what isn’t  changing is the location where we enjoy video content – our homes… combined with the growing demand for digital video content… we’re seeing the shift in share of screen time away from traditional video channels to the PC… ”

Watching video content on other portable devices is a niche activity for most adult digital video users, having invested in outfitting their living rooms with HDTVs and subscribe to cable or satellite television. Teens aged 12 to 17 are the only age group that is watching a greater percentage of their video content on portable devices.

Video Watching By Medium And Age Groups
 

% of Viewers by Age Group

Medium 12-17 18-24 25-34 35-54 55+
TV

55%

61%

69%

76%

74%

Personal computer

24

27

21

16

18

Movie theater screen

9

6

4

4

4

Portable digital media player

5

3

3

1

1

Portable DVD player

5

1

1

2

2

In-vehicle DVD player

2

1

1

1

1

Mobile phone

1

1

1

1

0

Source: Ipsos MediaCT, June 2008

Wright concludes, “… these share gains in non-traditional video channels (are) not simply an isolated, generation-driven market effect, but rather a large macro-trend in the way consumers want their video content delivered… “

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