A new study by CTAM (the Cable & Telecommunications Association for Marketing) asked people how they use YouTube, Hulu, Netflix and iTunes in conjunction with TV viewing.
– 85% say they’re watching the same or more regularly-scheduled TV
– 46% say they’re more engaged with the programs and/or networks
– 35% say they’ve visit the program/network website more frequently
– 78% say they watch video on their tablets at home (74% for phones)
– 63% said “free or low subscription rates” is the most important attribute
The study also found that users enjoy sync-to-TV apps, increasing on-air engagement instead of distracting from it. And users are generally “open to advertisements on apps in exchange for a free or a lower costs service and generally even more receptive to ads on tablet apps,” said Indira Venkat, a researcher working with CTAM and Nielsen on the study.
In other words, the study reinforces the idea that online video is “additive” from a marketing perspective, and second-screen apps help augment the television viewing experience. But it’s worth noting this was just a survey, not a behavioral study, conducted by a TV industry group. And it’s unclear how TV viewers distract themselves by watching/browsing unrelated content on their laptops, phones and tablets while watching TV.
We’d love to see someone do that study.