Viewers Watch MoreScreens, Still Favor Cable

Consumers are viewing more broadcast
and cable television content on their laptops and tmobile
phones than ever before, but most are not ready to cut
cable services, according to a just-released study from
Horowitz Associates.

The Multiplatform Content & Services 2010
states that more than half (59%) of all high-speed Internet
users over the age of 18 view TV content on either
a computer or handheld device, up from 51% last
year. Some (16%) of surveyed respondents watch television
programming daily on an alternative platform, up
from just 10% in 2009.

Among teens 15 to 17 years of age, 80% watch TV content
on alternative platforms each month, according to the
report. Overall, 94% of consumers in that age group have
video capacity via cell phone, iPad or another handheld

With regard to computer use, 27% of all respondents
watch entire television programs on their laptops or
desktops — up from 22% last year. Only news video
segments attract more video usage at 29%. On handheld
devices, TV shows along with full-length movies,
movie previews and music videos are equally viewed
by consumers.

Only 5% of high-speed Internet users 18 and over are
considering canceling their multichannel subscription
now that their favorite TV shows are available online, although
an additional 17% would consider cutting their cable
cord if more of their favorite shows become available

High-speed Internet users age 15 to 17:

Have video capacity on a handheld device: 94%
View TV content on alternative platform monthly: 88%
View TV content on computer monthly: 77%
View TV content on handheld monthly: 42%
SOURCE: Horowitz Associates, Multiplatform Content & Services 2010 report

R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.