Study says online viewers tuning in during prime time

It could be that online viewing is getting easier and it could be that prime time programming is getting harder to take. Whatever the reason, a Yahoo! study indicates that peak online viewing is now taking place during the 6-9 p.m. time frame generally reserved for kicking back in front of the TV.

People are, the study shows, watching long-form videos during this period using services like Netflix (Nasdaq: NFLX) and Hulu. This trend looks something like DVR viewing-watching a recorded day-old show-than any serious cord cutting, but it also reflects a trend that must worry ad-supported networks.

According to some of the study's results, 18 percent of online videos were full length TV shows. Only two years ago that number was 11 percent. Eight percent are full length movies (up from 5 percent two years ago). The silver lining: advertiser recall improves with ads on professional produced videos.

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