34% of US internet users (and 30% of all consumers aged 13-54) surveyed in December 2012 reported having watched streaming video content that originated from a network since the beginning of September, a figure relatively on par with earlier years (32-37% between 2008 and 2011), per results from a GfK survey. What has changed over the past few years, though, is the self-reported effect of that streaming behavior. Whereas from 2006 to 2008, a greater proportion of streamers said that they watched regular TV programs more often rather than less, that net “benefit” became neutral between 2009 and 2011, before turning negative last year.
That is, while in 2008, a greater proportion said they had watched a program more often (rather than less often) on regular TV because of what they had watched via streaming network video (23% vs. 9%), last year 24% said their streaming contributes to them watching TV programs more often, while 33% said it made them watch less often. Read the rest at MarketingCharts.