A new study, conducted by Magid Media Labs on behalf of CBS Interactive, underscores three main findings: CBS’s video streaming of full-episodes attracts a younger audience; online viewers are incremental to broadcast viewers, and online video streaming is a net positive for CBS because it drives Web viewers to television. These are the results of an ongoing study of nearly 50,000 individuals who have watched full episodes streamed online across the CBS Audience Network.
Having full episodes available online is complementary to network broadcasts in that it delivers CBS a net positive audience, the study showed, with 35% of the online video-watching audience saying they are now more likely to watch CBS programming on television because they connected with the shows online. On average, nearly half of CBS’s online video streaming audience is incremental, with 46% saying they only or mostly watch online. A majority of these same viewers say having the content available online is not a factor in their decision not to watch on TV, thus making their online viewing additive.
“The results are clear: by making their programming available through the CBS Audience Network, CBS has expanded the reach and audience for its content without impacting their traditional television viewership,” said Jaime Spencer, Director, Magid Media Labs, in a prepared statement. “In fact, nearly half of CBS’s online audience is composed of viewers who only or mostly watch online, which opens the door to a net gain of 21 percent of Web-only viewers who are now more likely to watch TV because they connected with the show online.”
“This is a new world where people can watch anything, anywhere, anytime, and on any screen,” said David Botkin, Senior Vice President, Research & Audience Analytics, CBS Interactive. “These findings confirm what we’ve believed all along – online viewing is complementary to broadcast viewing, so making our programming more accessible to people drives awareness, interest, and ratings both online and on-air. In addition, getting 50,000 of our online users to participate in such a survey is a testament to the passion they have for CBS programming as well as to the hundreds of partners making up the CBS Audience Network who distribute our content in an open, non-exclusive manner.”
