While online and mobile video consumption is on the rise, traditional TV viewing seems to be unhindered by their counterparts’ growth, according to Nielsen Online. All three mediums are thriving, though demographics have a say in the matter.
“Commercial television is alive and well—growing 1% year over year—despite the rapid adoption of other platforms,” said John Burbank, who is the chief marketing officer at Nielsen.
In May, Nielsen found that the average American television viewer watched more than 127 hours of television and spent more than 26 hours on the Internet. Viewers of online video watched an average of 2 hours and 19 minutes of content during May, while mobile video viewers watched an average of 3 hours and 15 minutes of content in the same month.
Television seems to have a fairly strong leg up on the two up-and-coming mediums.
As expected, different age groups tend to watch more of a certain kind of medium. The majority of mobile video viewers, for instance, tended to be between 12-34 years old. Online video is viewed mostly by users who are between 35-64, while television draws a fairly broad audience.
Still, the notion that online video viewing cuts into television viewing is an obvious fact. But the trend shows that viewing time of all types of video continue to climb, along with the number of viewers.
There were about 286.3 million television viewers in the U.S. in 2007, and this figure is expected to increase to 301.7 million by 2012. The number of Internet users in the U.S. is expected to climb from 188.1 million in 2007 to 216.9 million by 2012. The number of online video viewers is expected to jump from 137.5 million in 2007 to 190.0 million by 2012.
In terms of advertising, the Presidential campaigns along with the Summer Olympics are expected to buoy the market in 2008, but once 2009 rolls around, eMarketer expects the television advertising market to take a hit. TV ad spending is forecasted to increase 2.1% year-over-year from 2007 to 2012, from $67.8 billion to $75.4 billion, while online ad spending is expected to increase 19.2% during the same time period, from $21.2 billion to $51 billion.
Sources:
Network
