Cords shaved if not cut as online video users reduce traditional TV viewing

Joseph O'Halloran ©RapidTVNews | 11-10-2011

New research from web series network has found that its viewers are watching more online video and less television compared to six months ago.
The top line finding of the survey, undertaken by Dynamic Logic on behalf of, as that digital video viewing is on the rise, with TV viewership shrinking while online video evolving as a primary form of entertainment., Indeed the research findings show that viewers of original series watch content most often during prime-time hours, 8-11pm. The second most common time for people to watch web series is 6-8pm.

The data also revealed that whilst the so-called concept of cord-cutting is not happening in big volumes, the cords are being shaved: users are watching nearly 9% less cable television, while increasing their viewing of content on a PC by 26%.
As an indication of the advance of TV Everywhere and new media platforms, the survey found that viewers spent 19% more time watching video content on a mobile device than they did six months ago and 18% more time viewing video on game consoles.
"We commissioned this study, the largest research project to date on viewers of original series, to gain a deeper understanding of how and when people are engaging with online content," said Dina Kaplan, co-founder of "It's clear from the research that web series fans are beginning to watch less television, while at the same time increasing the amount of content consumed on the web."

The survey also confirmed the general current consensus that online video is becoming a potentially rich source of advertising revenue. When asked about their online advertising preferences, just over a third (35%) of viewers chose banner ads as the preferred form of advertising, followed by pre-rolls coming in second at 15%. Of note, viewers of original web series responded more positively to advertising than viewers of television content online.
The research showed that 43% of audiences had a positive reaction to advertising in front of original web series content. However, when asked the same question about advertisements in front of television content streamed online, users were less receptive, with only 30% reacting positively.