Sooner or later there is going to be a productivity study showing how much online video is actually consumed in the office. In an age of 10% time, it’s not surprising that people are watching in the workplace but a Nielsen/CTAM study out today highlights just how prevalent it is.
Despite all the talk of TV as a disrupted industry, the study showed that television ratings are “minimally, if at all, affected by broadband video viewing over the Internet.” When video is viewed online it is incremental and doesn’t significantly change normal viewing habits.
Then again, the release didn’t mention how old the respondents were, I would hazard to guess that it didn’t include (m)any in the under eighteen demo, for whom online video is something they grew up with.
The tipping point the report says will be when broadband content becomes widely available on the TV – that convergence point we talk so much about here. For now, I would imagine this incremental viewing is being consumed mostly in the office. I know I don’t have any extra time to watch at home, do you?