Study: 9% Of TV Viewers Also Watch Online

Michael Learmonth | April 3, 2008 10:43 AM

Now that most of what's on the tube is available online, ever wonder how many traditional TV viewers are also watching online? The Convergence Consulting Group thinks it has an idea. In a new study (pdf), the group claims 9% of broadcast and cable TV watchers accessed shows on the Web last year. But the dollars haven't yet followed: Those shows only accounted for 2% of TV ad spending, or $1.4 billion.

We think both those numbers are high, but the larger point still holds: The traditional tube will lose share to Web-based TV in the coming years, the only question is how fast. Convergence believes nearly a quarter of all TV viewing will be Web-based by 2010. Here are their projections:

2007: 9%
2008: 14%
2009: 19%
2010: 23%

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12 Comments

Bjorn Tipling (URL) said:

Apr. 03, 6:31 PM

Is Xbox Live considered the web? What about on an ipod? A non-apple Mobile phone? Are those considered 'web'? You're not using a browser. Does it just mean not on a television? What about DVD releases? Are torrent views considered?

Brahm Eiley (URL) said:

Apr. 04, 9:02 PM

It sounds like we are saying 9% of all full-episode TV watching in 2007 was done online.

That is not what we found:

We estimate in 2007 that 9% of Broadcast/Cable Network TV viewers also watched full-episodes online up from 6% in 2006; we forecast 14% for 2008, 19% for 2009, and 23% for 2010. ABC & NBC were the Broadcast, and Viacom the Cable Network, 2007 online full-episode viewing leaders.

Brahm Eiley
Convergence Consulting

Michael Learmonth said:

Apr. 06, 8:41 AM

OK- I get that you're saying 9% of TV viewers ALSO watched TV on the Web. Big difference. Here's the wording that threw me off: "We estimate online viewing of full-episode Broadcast/Cable Network TV as a percentage of the traditional TV base was 9% in 2007 ..."

The "traditional TV base" sounded like all TV viewing.

Michael Learmonth said:

Apr. 06, 8:46 AM

Brahm Eiley (URL) said:

Apr. 07, 10:57 AM

Michael: We changed the wording on the website and the PDF. We did not think anyone would think we meant online exclusive of watching TV. We also indicated no change in loss of cable, satellite, telco tv subscriptions- hence if this many people were no longer watching tv through service providers it would be a large issue which is not the case. Thanks again for making the change.

Brahm