TV continues to be the medium where Americans spend most of their media time. But the Internet continues to make inroads against TV.
At a recent conference on online video I moderated a panel on video monetization strategies. At the outset I asked how many people in the audience had seen the Tiny Fey impersonation of Sarah Palin on SNL. With only a couple of exceptions almost everyone in the room raised their hands. Then I asked how many had seen the skits on the show itself vs. how many had seen them on the Internet. As I expected the majority had watched the clips on the Internet and not on TV. That’s indicative of the shift going on.
Source: Forrester Research (2007)
The Pew Internet people put out a report last week on Networked Families (.pdf). One of the findings in the data is how people are shifting time from TV to the Internet (especially among younger people):
The key TV demographics are watching almost 30% less TV according to these findings. Bad news for TV (and TV advertisers) in general.
Update: I misstated what the data say above. What it actually says is that 29% of 18-29 year olds are watching less TV, rather than watching 29% less TV.