Study: Cord cutting numbers rise among viewers watching network programming online

New data from Knowledge Networks shows that 35 percent of Americans are now streaming video programming from a TV network, a modest increase of 6 percent from 2006, when 29 percent said they streamed network television shows.

The data, from KN's "TV's Web Connections" ongoing study of viewing habits, also showed that 17 percent of those who watch streaming or downloaded network video--5 percent of the total 13-to-54 population--say they have reduced or eliminated regular TV service in the past year because of their Internet-enabled viewing. This is up from nine percent of streaming/download viewers in 2009 (or three percent of the total population).

The research also showed:

The originating network's Website is a source of video for roughly 6 in 10 (57 percent) users of streaming video, followed by non-network sites (45 percent);

More than one quarter (28 percent) of network streamers watch pre-roll/embedded ads within that video - the same proportion as in 2006 - and another 48 percent of streamers still report listening to the advertising audio, even if they don't watch the ad.

David Tice, Vice President and Managing Director, Client Service, at Knowledge Networks, said the results shouldn't be too surprising, or worrying, to network and advertising executives.

"Online viewing of their assets is growing apace, with little indication of increased frustration with the advertising load," he said. "Consumers continue to accept some level of advertising as an appropriate quid pro quo, boding well for the continuation of ad-supported online models - where the content has clear value and appeal."

The study is based on 1,509 interviews with consumers between 13- and 54-years-old.

For more:
- see this release

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