Say So Long to Broadcast TV?

We’ve all heard the statistics – YouTube reaches over 2 billion views per day. More than 66% of internet users watch online video. Online video ad spending is the fastest growing format. And so on, and so on.  But is internet TV REALLY set to surpass broadcast TV? According to a new report by the Diffusion Group, it’s on track to happen by 2020 – just one short decade away.

The caveat though, according to MediaPost, is that this refers not just to TV watched on people’s computer screens, but to TV streamed via internet onto actual TV sets.

Thee MediaPost article goes on to say, “TDG’s math runs something like this. They calculate that the average time spent watching online video across the entire TV-viewing population increased 84% in 2009 while they say TV view was relatively flat. They say that Web video viewing will accelerate as the assets move to the TV screen even as overall video viewing from all sources stays relatively constant at 32 hours a week. Essentially, they see a a sharp uptick in Internet viewing starting in 2015-2016, mirrored by a sharp decline in broadcast TV consumption. Somewhere in late 2019 the switchover occurs.”

I’ll tell you one thing – ever since Wii streaming Netflix video has come into my household, I’ve barely watched any cable. And as these assets continue the move towards digital – well, it only makes sense that our viewership would be web based. For marketers, this means looking to online placements more and more – and cutting down on traditional broadcast media.

And in 10 more years, we’ll find out if TDG’s predictions were right on the money. My bet’s on them.

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