The Evolution of Watching Television

The Evolution of Watching Television

Most Americans have seen TV shows online; fewer are ready to cut the cable cord today, but many could soon

NEW YORK, June 14, 2011 /PRNewswire/ --The Internet has crept into every corner of our lives, and it looks like television is no exception. Over three-quarters of Americans (77%) have watched a TV show on the Internet rather than on a traditional television. Just three in ten U.S. adults (30%) say , however, they are not interested in giving up their cable television in favor of watching TV shows on the Internet, yet over half of those with cable would stop paying for cable, if certain stipulations were met (56%).

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These are some of the findings ofa recent Adweek/Harris Poll surveyof 2,309 U.S. adults surveyed online between May 24 and 26, 2011 by Harris Interactive.

The future of TV, and how Americans experience it, is changing. In many ways these changes are visible with the use of DVR systems, the increasing number of shows available online, and the expansion of services offered by companies like Netflix.

Other findings in this poll include:

-- Half of U.S. adults say they have watched a show on the Internet that
they never previously saw on a traditional television (51%);
-- Younger adults are more likely to have watched a TV show on the Internet
than are those older--88% of those 18-34 years have, compared to 84% of
those 35-44 years, 75% of those 45-54 years and 64% of those 55 years
and older;
-- Men and women are equally likely to have watched a TV show on the
Internet--just over three quarters say they have done so (76% and 77%,
respectively);
-- Almost nine in ten Americans currently have cable TV (87%) and a
majority would stop paying for it in favor of watching TV shows on the
Internet if certain conditions were met (56%):
-- Two in five say they would stop paying for cable TV in favor of
watching TV shows on the Internet if they could get all of the
programs that they wanted to watch for free online (44%);
-- A quarter of adults say that they would need to get all the shows
they wanted to watch online at the same time that they air on TV
(25%);
-- 16% would do so if they could get all the programs they wanted to
watch for a small fee online and the same number say they would do
so if it was less complicated to set their TV up with Internet .
-- Looking by age, majorities of those aged 18-34, 35-44 and 45-54 with
cable would be interested in giving up their cable TV if certain
conditions were met (between 59% and 62%) yet less than half of those 55
and older say the same (45%); and,
-- Men are more interested in stopping their cable TV paid subscription
than women are (60% vs. 52%).
So What?

While most Americans have experienced TV shows online, many are not quite ready to cut the cable cord. But, if various conditions were met, majorities would be willing to say good-bye to those monthly cable bills. These listed provisions may foreshadow the future of American television watching as the networks and online companies work to give their consumers what they want, while finding new and creative ways to maintain revenue. It looks like it is all in the hands of the cable companies now.

TABLE 1
WATCHING TV SHOWS ONLY ON THE INTERNET
"Some people watch television shows on the Internet, rather than on a
traditional television. Have you ever watched an episode of a TV
show on the Internet that you hadn't previously watched on a
television?"
Base: All U.S. adults

Total Age Gender Education
H.S.
or Some College
18-34 35-44 45-54 55+ Male Female less college grad +
% % % % % % % % % %
Have ever watched
a TV show on the
Internet (NET) 77 88 84 75 64 76 77 70 81 83
Yes 51 72 56 46 32 53 49 38 57 65
No 26 16 28 30 32 23 29 32 25 18
NA - I've never
watched a TV show
on the Internet 23 12 16 25 36 24 23 30 19 17

Note: Percentages may not add up to 100% due to rounding

TABLE 2
WOULD STOP PAYING FOR CABLE IF...
"Which of the following, if any, complete this sentence for you?
Please select all that apply.
I would stop paying for cable television in favor of watching TV
shows on the Internet if..."
Base: All U.S. adults

Total Age Gender
18-34 35-44 45-54 55+ Male Female
% % % % % % %
Have cable TV (NET) 87 85 88 88 89 87 87
Have any interest in giving
up cable TV (NET) 56 62 62 59 45 60 52
I could get all the programs
I wanted to watch for 44 48 47 50 36 47 41
free online
I could get all programs
online at the same time 25 33 28 25 17 27 23
that they air on television
I could get all the programs
I wanted to watch for 16 23 20 13 10 20 12
a small fee online
It was less complicated to
set up my television 16 14 19 19 15 17 15
with Internet
Something else 5 8 5 5 3 6 5
Nothing - I have no interest
in giving up my cable 30 20 22 27 43 25 34
TV
Not applicable - I already
gave up my cable TV in favor
of watching TV on the
Internet 2 3 4 1 1 2 2
Not applicable - I do not
have cable TV 13 15 12 12 11 13 13

Note: Percentages may not add up to 100% due to rounding

Methodology

This Adweek/Harris Poll was conducted online within the United States between May 24 and 26, 2011 among 2,309 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Where appropriate, this data were also weighted to reflect the composition of the adult online population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

The Harris Poll(®)#72, June 14, 2011

By Samantha Braverman, Sr. Project Researcher, Harris Interactive

About Harris Interactive

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

About Adweek

Adweek relaunched in April 2011 as a single news source covering the intersection of advertising, media, marketing and technology. The new Adweek unites all of these disciplines through the magazine's bold opinion pieces, enhanced data mining, trends, and behind-the-scenes coverage, as well as a freshly designed Adweek.com with breaking news all day, added video content, new columns and editorial franchises, social media integration and an editorial archive. With celebrated columnist, book author, and commentator Michael Wolff at the helm as Editorial Director, Adweek will bring its journalistic prowess and integrity to subjects formerly covered by Adweek, Brandweek and Mediaweek. Adweek will continue to provide experiential opportunities for the industry through conferences, events, honors, and awards.

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Press Contact:Corporate CommunicationsHarris Interactive212-539-9600press@harrisinteractive.net

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