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Watching online streams isn’t going to replace the living room TVset any time soon: According to a study released Monday, 94% of adultswho subscribe to a cable or satellite service prefer to watchprogramming on their traditional sets rather than online.
The study was from the Nielsen Co. and the Cable &Telecommunications Association for Marketing. It also found that aboutone-third of those surveyed have watched at least one program online.Among those who sought out video content online, 87% watched televisionprograms directly from a TV network Web site. The primary motivationfor watching online – by 82% — continues to be to catch up on missedepisodes.
Still, the percentage of users watching online video continues togrow, with 14% of those surveyed watching television programming ondesktop computers and 9% on laptops. Viewers added that they prefer towatch shorter clips online, such as movie trailers or user-generatedcontent.
None of this should really be a surprise. While network Web siteshave been making rapid advances in offering online content, the homevideo experience has been making rapid advances, too – fromstandard-definition 27″ television sets a few years ago to HDwidescreen, surround-sound home theaters. The study doesn’t includeviewers who don’t have a subscription video service, however, and itwould be interesting to see if viewers who invest less in their TVexperience are as likely to stick to the living room set.
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