A new study from ScanScout could be mighty troubling to advertising types. Apparently about
24% of all online video
is being watched during the traditional television primetime hours of 8PM-11PM. You know, the time the networks assume we're watching so they can charge more for ads. It's really starting to look like online video is replacing a certain amount of live TV viewing.
The programmers have always seen their online offerings as a secondary option for people, not as a replacement for their broadcasts. This is evidenced by the approach networks are taking to Hulu and Netflix. But these numbers indicate viewers are perfectly happy to stream what they want if the network isn't giving it to them.
The study also clearly indicated that primetime isn't the only time people sit down to stream video. The other time when users streamed higher than average amounts of content was weekend days. It was 31% higher than during weekdays. It's clear that when people have time to watch a program, they are increasingly turning to online sources. Do you find online video is eating up time you might have spent watching TV in the past?