Integrated Media Measurement, Inc. (IMMI) has issued a report showing that up to 20% of episodic content viewing occurs online, depending on the genre of the content and the amount of time the show has been on the air. In a some cases i is higher than DVR viewing of the broadcast content.
Some of the more striking data shows that online viewing is flat out replacing TV, not just catching shows you missed or clips that you wanted to watch again. Another key difference showed that white, affluent, well educated, working women aged 25 to 44 were the dominant viewers of online TV content, compared to the male 18-25 demo that is typically associated with online video. To me, this signals the shift away from the UGC fad into higher quality, professionally produced content.