There is a notion out there that an increasing number of teens and college students are bypassing traditional TV viewing in favor of online viewing. No doubt, online viewing is gaining traction, but it's not necessarily at the expense of traditional viewing for most young people as evidenced by the findings from this month's Insights Immersion. Despite the perceived hype, only about one in ten panelists (11%) can be classified as "online exclusive" TV viewers. The vast majority of panelists, some 67% fall under the cross-platform viewing category, while the remaining 22% have yet to really embrace the Internet as a viewing platform. Interestingly enough, it's the cross-platform viewing segment that watches more TV (both linear and online), averaging about 13.5 hours each week. This certainly makes the cannibalization argument a bit difficult to totally buy into. We'd even go so far as to say that it's the cross-platform viewers that are among the most loyal and engaged fans of their favorite and most watched shows.
- I prefer watching my favorite shows on TV: 72%
- I prefer watching my favorite shows online: 28%