Online and mobile video is starting to eat into mainstream television viewing, according to an ICM survey for the BBC. This looks like a further fragmentation of the young audience which is already the most likely to have migrated from the big BBC and ITV channels to multi-channel TV.
While only 9% of the UK population is saying they watch online video regularly, a further 13% watched occasionally and 10% expected to start in the coming year. Four out of ten of those watching online video once a week, said they were watching less broadcast TV.
The report of the survey points out that the success of sites including YouTube has helped open the door. While TV hit shows are routinely available in the US the the UK is not so advanced. But from around the new year BBC, ITV and Channel 4 are all planning to offer most shows on demand.
The survey does not examine the sources of the online video being watched, but the moves into video on demand by the mainstream channels is a sign of their attempts to hold on to as much market share as they can of an increasingly fragmented market.