Online video consumption has been on the rise for a while, and now Integrated Media Measurement Inc. (IMMI) is releasing demographic and behavioral data to show the details of the trend.
20% of primetime television programming is now viewed online. The audience is comprised of 55% female and 45% male. Households earning $80,000 a year or more are 56% more likely to watch a network show online. Those earning $40,000 a year or less are 75% more likely to watch a primetime show live. The largest segment of online television viewers are white, affluent, well educated, working women aged 25-44.
There's also been a shift in what's being watched. In May 2008, for the first time, a big chunk of those watching primetime TV online are NOT also watching some of the show on TV. In other words, more people are turning to online to watch TV than just catch a part of a show they missed or simply replay a scene they found funny.
41% of those surveyed first watch a show on TV, then catch another episode online.
31% of those surveyed first watch a show delayed (DVR/TiVO), then watch online.