A new report says viewing of entertainment content on the Internet is increasing rapidly, predicting that by 2015 some 76 percent of Internet users will be watching online video each month, more than 92 million viewers in all. In 2009, that number stood at 44 million.
The report, from eMarketer, says consumers may not yet be ready to go over-the top for the bulk of their content but "are edging closer."
"They care most about convenience, cost and choice, and are interested in viewing options to the extent that they fit in with those demands," said Lisa E. Phillips, eMarketer senior analyst and author of the report, "The Video Viewing Audience: Trends for Marketers."
And, eMarketer says, while TV will remain as the primary screen for viewers in the United States, newer technologies will continue to make it easy to timeshift shows to suit consumers' schedules--even while watching on a TV set. Gaming consoles, present in a majority of households, also facilitate streaming.
eMarketer expects that this year, 69.4 million adults will watch TV shows at least once a month through some type of internet connection, meaning the show could be watched on a TV set, computer screen or mobile device. By 2015, nearly 100 million adults, or 48 percent of all adult internet users, will do the same.
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