The Conference Board and TNS reported yesterday that close to 16% of American households who use the internet watch television broadcasts online.

Convenience wins in a time-strained society. Fast forward several years to a time where the audience levels are much higher online (and mobile) AND information outlets are taking advantage of the interactivity (not a mentioned reason for watching online, but it will be), and, interactivity opens up even more revenue opportunities than passive viewing.

Some key points from their study:

• Nearly 73% of online households use the internet for entertainment purposes on a daily basis and an additional 15% search for entertainment several times a week.
• More than 3 out of 5 online TV viewers cite personal convenience as the major reason for watching TV broadcasts online.
• More than 1/3 chooses online viewing in order to avoid watching television commercials.
• 1 out of 5 online viewers say that watching these programs online has not changed their television viewing habits.
• Convenience: Online users catching up on missed [broadcast] content have increased to 42% from 30% a year ago.
• Consumers viewing entire episodes on the internet have doubled, and now approximately 1/2 watch their favorite shows online. This has replaced the news as the most widely viewed content online. Other online viewing preferences include sports, entertainment, previews and additional content.

Also, NewTeeVee has more information on the topic…