Primetime for Broadband

Over the past month, two reports clarified the status of broadband in America.  The Pew Internet and American Life Report  noted that 55% of Americans are now connected to the broadband Internet.  In a report  released yesterday by IMMI (Integrated Media Measurement Inc.) we learned that Americans are migrating to their PCs from their televisions for their online primetime television viewing. 

It's not an accident that as Americans increasingly have access to broadband they increasingly are watching their favorite television programs online.  The most interesting finding of the IMMI study is that 50% of online viewing is replacement viewing, indicating that Americans are, indeed, replacing the TV screen with the PC screen.  IMMI also found that online viewing is not just the province of the young.  In fact, the largest group watching television is not the 18 to 24 year old bloc, but rather 25 to 44 year olds.  

In February, Americans downloaded 10 billion online videos .  Just four months later, in May, we downloaded 12 billion videos.  Those numbers will never be lower.  The question is:  how high will they go?  The question for the television industry and programming producers and creators is:  how can they ensure their business models reflect our desire as consumers to watch what we want, when we want and on our screen of preference?