CBS Interactive today released preliminary results of an intensive wide study on the impact of its online video streaming on its TV audience.
The ongoing study among 50,000 viewers of content through the broadcaster’s CBS Audience Network was conducted by Magid Media – and the findings should interest any broadcaster experimenting with online strategy:
– CBS’s video streaming of full-episodes attracts a younger audience;
– Online viewers are incremental to broadcast viewers;
– Online video streaming is a net positive for CBS because it drives Web viewers to television.
Key findings of the CBS Audience Network study by Magid Media Labs include:
– The median age of those streaming full episodes of CBS programming online is 38 years.
– Having full episodes available online is complementary to network broadcasts in that it delivers CBS a net positive audience, with 35% of the online video-watching audience saying they are now more likely to watch CBS programming on television because they connected with the shows online.
– On average, nearly half of CBS’s online video streaming audience is incremental, with 46% saying they only or mostly watch online. A majority of these same viewers say having the content available online is not a factor in their decision not to watch on TV, thus making their online viewing additive.
“The results are clear: by making their programming available through the CBS Audience Network, CBS has expanded the reach and audience for its content without impacting their traditional television viewership,” said Jaime Spencer, Director, Magid Media Labs. “In fact, nearly half of CBS’s online audience is composed of viewers who only or mostly watch online, which opens the door to a net gain of 21 percent of Web-only viewers who are now more likely to watch TV because they connected with the show online.”
“This is a new world where people can watch anything, anywhere, anytime, and on any screen,” said David Botkin, Senior Vice President, Research & Audience Analytics, CBS Interactive. “These findings confirm what we’ve believed all along – online viewing is complementary to broadcast viewing, so making our programming more accessible to people drives awareness, interest, and ratings both online and on-air. In addition, getting 50,000 of our online users to participate in such a survey is a testament to the passion they have for CBS programming..”
Good news too for advertisers taking out slots on the CBS ad-supported video streaming service: 68 per cent of respondents said that the CBS Audience Network had the “right amount” of advertising on the site. Overall, 50 per cent of respondents correctly recalled the brand of an ad they saw during their viewing experience, and 18 per cent of those who recalled an ad said that they were more influenced to make a purchase decision, and purchase intent was even higher (31 per cent) for certain items like consumer package goods.
REPORT OF THE COMMITTEE ON THE FUTURE OF BROADCASTING.