A new study reveals that 44% of Internet users watch TV shows on a device other than a TV. The time spent watching on these non-traditional platforms is split evenly between computers and mobile devices.
Unsurprisingly, the strongest concentration of broadband-TV-watching occurs in the teenage market. 82% of people between the ages of 15 and 17 said they watched TV content on an online device. 48% said they watched on their mobile phone or other handheld.
The most popular content viewed online tends to be music videos, while educational and children's programming is at the bottom of the list.
However, according to the Horowitz Associates survey, the vast majority of time spent watching TV still occurs on a TV set. 96% of consumers' viewing time is on a set, while the remaining 4% was split evenly between computers and mobile devices.
"We anticipate that multiplatform TV viewing will continue to grow — especially among young people — as the technology improves towards a more authentic and convenient TV experience, and with programmers and aggregators actively promoting themselves on these platforms," said the research firm's marketing VP Adriana Waterston.
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