The Diffusion Group: Internet Viewing to Trump Broadcast TV By 2020

This week, The Diffusion Group announced new research that predicts that Internet video viewing will trump broadcast TV by 2020.  It’s a bold statement to make, but according to Colin Dixon, senior partner and co-author of TDG’s new report, there’s good reason to believe that this estimate is realistic:

“Keep in mind that during this period, Internet and broadcast delivery of video content will become blended i 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.”

According to TGD data, the amount of time spent viewing TV has remained relatively stable, while the amount of time consumers spent watching online video increased 84% between 2008 and 2009 with predictions that this rate of growth will actually increase over the next 5-7 years.

Earlier this week I mentioned – within the context of the vitality of finding ways to drive profitability through online video initiatives – that online video may soon become the very lifeline of media publishers.  TGD’s new data certainly supports that claim, and foreshadows an exciting, albeit challenging, time for media publishers and content providers of all types in the coming years.  As a leading technology provider, Unicorn is committed to overcoming the challenges media publishers will continue to face in the execution of their online video initiatives. Bring on the online video!