Online Video More Engaging than TV

56 Million Watch Online, Only 

Online viewers are more than twice as likely to be ‘fully engaged’ with programming from the web compared to television viewers, according to a new report from Next New Networks.

In fact, 56 million Americans are now watching video online exclusively and have eliminated TV. These viewers watch TV content and original programming online. YouTube was the third most visited website earlier this month, behind Facebook and Google.

For marketers, this means advertising related to online video is more likely to be noticed than if the same ad was shown on television. Why?

• Online viewers spend 13% less time watching television that non-online viewers
• 60% of online viewers watch ‘online original’ programming
• 40% of online viewers share content with friends
• Online viewers are less likely to ‘multi-task’ while watching

Online video watching behaviors

• 60% watch at least weekly
• 58% see online video as ‘quality entertainment when they want it’
• More than 25% say online video is more entertaining than television programming