Multiplatform TV Viewing grows – preference for TV.

Horowitz Associates, Inc. has just published the data from its annual State of Digital and Interactive Television survey of 800 multichannel customers, nationwide.  Nine in ten (91%) American TV households subscribe to multichannel cable, satellite or telco service.  The latest survey data show that among multichannel subscribers,  monthly incidence of multiplatform TV or video viewing on a computer or handheld device is 17%: 15% on a computer, 3% on an iPod/iTouch/other MP3 player, 2% on a cell phone, and 1% on a PSP/Nintendo DS.  The data on usage and share of viewing show that each month, multichannel subscribers watch an average of 130.2 hours of TV programming on a TV set, 1.7 hours on a computer, and 0.3 on a handheld device.
 
Share of Viewing on Alternative Platforms:  Of all TV content viewed monthly by the multichannel subscribers surveyed, 2% is on a platform other than a TV set.  This represents 2 out of the 130.2 overall hours of TV content watched per month.  Among multichannel subs who watch TV content on a PC/laptop, 9%, or 13 out of the 138.6 hours of TV content they watch, is viewed on a platform other than a TV set.  And among multichannel subs who watch TV content on a handheld device, 8%, or 12 out of the 143.1 hours of TV content they watch, is viewed on a platform other than a TV set.
 
What Are Consumers Watching on Alternative Platforms? The top web sites/services used to watch TV programming on alternative platforms (PC or handheld) as reported unaided by those who watch it are: YouTube.com, ABC.com. Hulu.com, and NBC.com; the top types of programs watched on these alternative platforms are: Drama shows (24% mention it unaided), news (14%), comedy shows (13%), sports (13%), and sitcoms (11%). 

Over one-third (36%) of those who watch video on alternative platforms (PC or handhelds) say they wish all their favorite shows were available online; 30% wish all their favorite shows were available on their handheld devices.  Overall, 7% of all multichannel subscribers say that if all/most of the TV programs they want to watch were available on their PC, they would get rid of their TV service and just watch them on their PC.  This number rises to a notable 20% of those who are already into the multiplatform habit (i.e., those who currently watch TV/video on an alternative platform).

With all the upside potential in these data for multiplatform usage and satisfaction, ultimately, eight in ten (79%) of those already into the multiplatform habit say that when it comes to their favorite TV shows, they prefer to watch them on TV than on their PC/laptop or handheld device.

“It is not a surprise, but it’s worth emphasizing, that there is nothing with regard to multiplatform that is even close to challenging the dominance of and preference for TV on TV,” notes Adriana Waterston, Horowitz Associates’ Vice President of Marketing and Business Development.  “Multiplatform really can extend the reach and accessibility of TV as a medium to deliver content and communications at all times, places, and circumstances.”  Howard Horowitz, President, Horowitz Associates, Inc. commented, however, that “Currently, the number of people who may think about ‘cord-cutting’ vis-à-vis their TV service provider is marginal, but it is a number to watch going forward.”

For more information at http://www.horowitzassociates.com