Audience members often find the online experience more enjoyable than regular TV watching:
“31% Of Consumers Who Watch Short Professional Clips Online Find These Videos Equally Or More Entertaining Than Full-Length TV Shows On A TV Set”and “Of Consumers Who Find Short Online Videos As Entertaining As TV,28% Believe They Are More Entertaining Than TV Shows”(Magid Media Futures 2010 survey).
Although this is only one early study (and only an industry one),these results suggest something media scholars have long known:the medium changes how we experience the content.
This has significant implications within the ‘regular TV vs online TV’debate –the issue is not simply a matter of a larger screen (regular TV) eventually winning back the audience —the psychological character of online viewing may be distinct from regular viewing habits.
For more on the future of online video and television,see Watching YouTube:Extraordinary Videos by Ordinary People.
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