TV Execs: Blip.tv’s Online Video Study Will Scare You

Today Blip.tv released the findings of the largest research initiative to date focusing on original web video.

The study, performed by Dynamic Logic, offers insights into how, when and where blip.tv audiences are consuming online video, and has strong implications for the future of televisiona and online video. The study’s results shed light on viewer attitudes towards online advertising, the extent of cord cutting, and the prime hours for original series viewing.

Key findings include:

• Viewers are cord cutting. Online video consumption is rising as TV viewership is shrinking: compared to six months ago, viewers are watching nearly 9% less cable television, and increasing online content viewing by 26%. Online programming consumption on Mobile and video game platforms is up 19% and 18%, respectively.
• Original online series are being watched during prime-time hours. Findings show that 8-11 pm is the most common time period for people to watch. 6-8pm is second most common.
• Advertising is more acceptable for original online series than for television streamed online. The research showed that for blip.tv’s audiences, 43% reacted positively to pre-roll advertising on original online series, whereas only 30% reacted positively to pre-roll advertising on television content streamed online.
• The average viewer of online series is 33 years old, and college educated. And the viewers are evenly divided between men and women.

“We commissioned this study, the largest research project to date on viewers of original series, to gain a deeper understanding of how and when people are engaging with online content,” said Dina Kaplan, Co-Founder of blip.tv. “It’s clear from the research that web series fans are beginning to watch less television, while at the same time increasing the amount of content consumed on the web. It’s also significant that our viewers are more accepting of advertisements on web series, perhaps because fans are grateful to the advertiser for making the show possible. That’s a very different mindset, for a viewer, than seeing an ad on a show that was originally created for television.”

The study was conducted via a survey among 1,500 blip.tv viewers. Blip.tv recently completely overhauled its website, positioning itself as a destination site with curated programming and more appealing design elements. Last month, added subscriptions to enhance the viewer experience and increase views.