Being able to watch Web-based video on TV sets is only going to accelerate the consumption of Web-based video. By 2020, the consumption of Internet video will eclipse the consumption of broadcast TV programming, as predicted by The Diffusion Group (TDG).
The amount of time consumers spent viewing TV remained relatively stable, according to TDG data, while the amount of time consumers spent watching online video increased 84 percent between 2008 and 2009.
When extrapolated across the entire TV-viewing population, the average time spent viewing online video in 2009 was 52 percent more than in 2008.
The conclusion that the trend will continue pretty much unabated for the next 10 years makes TDG’s prediction one of the most aggressive.
Colin Dixon, senior partner and co-author of TDG's new report, defended the prediction as realistic: “Keep in mind that during this period, Internet and broadcast delivery of video content will become blended in such a way that consumers will be unaware of which conduit serves which content. Because so much of their audience will be consuming online, it is more important than ever that cable and broadcast channels increase their presence online.”