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81 Million Watch Broadband Video, with Little Impact on TV

An estimated 81 million people, or 63 percent of the 129 million people who access the internet via broadband in the US, watch broadband video at home or at work, according to new research conducted by Nielsen for the Cable & Telecommunications Association for Marketing (CTAM), writes MarketingCharts.

That number, which is as of March, increased from 70 million in September 2006 - a jump of 16 percent.

The analysis also showed that traditional home television ratings are minimally affected by broadband video viewing over the internet, because broadband viewing was found largely to be new viewing rather than a substitute for traditional television viewing, according to the report.

Online video (including broadband video at work and in the home) was shown to add to overall video viewing more frequently than it replaced traditional television viewing in the home:

• 33 percent of those surveyed indicated that watching video over broadband increased their television viewing time.
• 13 percent indicated it decreased their traditional television viewing.

MarketingCharts has more findings from the study.