TV Viewers Increasingly Turn to Online for Episodes

More than 20% of viewers watch some amount of prime-time television online, MediaPost reports. That compares to just 6% last fall, according to a new study of 3,000 teens and adults by Integrated Media Measurement Inc. The more people who go online to watch video, the more that will at least consider doing it from their cell phones—assuming that prices fall further and that more programming becomes available.

Here are some more facts quoted from the article:

- In May, for the first time, a significant portion of the audience for prime-time shows online was not also watching some portion of episodes on TV.

- The largest proportion of online TV viewers are white, affluent, well-educated women aged 25 to 44.

- Just 19.1% of 13- to-24-year-olds are watching prime-time episodes online.

- Among online TV viewers, half are watching programs as they become available, the report said, while the other half are using the Web to either see episodes they missed or to see them again.

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