Nielsen recently reported that kids and teens are consuming much more online video than adults. In fact, the rankings for both number of streams and minutes of online video in the latest month were:
#1) Teens 12-17
#2) Kids 2-11
#3) Adults 18+
What does this mean for the future of TV viewing? Total consumption of video on TV screens and computer screens will increase. This has been shown via multi-tasking and the stability of overall TV HUT levels. What will come under pressure are the linear TV ratings to television-only properties. As the television distribution system moves from analog to digital, and as the penetration of DVR and PC activity moves older into the adult population, the economics of these shifts in consumption will begin to be felt to the detriment of linear TV programming. This financial shift will probably take years longer to happen than the viewing statistics imply simply because the client decision makers will need to catch up to this curve themselves via their own experiences.
Nielsen will help move this groundswell along simply by issuing more digital rating products, i.e. with their fusion reports, combined TV/Internet panels and out-of-home offerings. As Nielsen goes, so goes the business side of video consumption.
Source: Nielsen