Do Viewers Prefer Live TV Over Online Viewing?

Do Viewers Prefer Live TV Over Online Viewing?
Recently, custom research by E-Poll and AMC was selected by CTAM for their Insights Conference case study competition.  The study was commissioned by AMC to gauge audience feelings towards online and live TV and found that online access to TV programs:

– Promotes linear viewing
– Complements and supplements linear viewing
– Helps build program fan bases

Online TV Viewing Complements and Expands Live Viewing
Three segments of viewers were measured; mostly linear TV viewers (live plus DVR), both online and linear viewers and mostly online viewers.  When asked, “I prefer to watch my favorite programs live on TV or through a DVR rather than watching them online,” 58% of mostly online viewers and 61% of both online and linear viewers agreed either somewhat or strongly.

  Source: 2011 CTAM Case Study Digital Viewing Effects Study

61% agreed with the statement, “If I discover a new show I like online, I would prefer to watch it on Live TV or through a DVR rather than online.”  The research confirms that most viewers prefer live TV or DVR over online viewing, regardless of where they first discover the programming.

Other topics addressed in the report ask if online viewing helps retain fanbases and if online viewing behavior can be a tool in acquiring new viewers.  View the rest of the report here.

Source: 2011 CTAM Case Study Digital Viewing Effects Study

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