Internet TV is rapidly stealing viewers away from traditional TV, according to the latest research from media research firm Ipsos:

• The percentage of video viewed on a TV among video downloaders and streamers declined from 75% in February 2007 to 70% in February 2008
• The percentage of total screen time captured by movie theaters also declined significantly in the past year.
• The percentage of video viewed on a computer nearly doubled its share (19%) with digital video consumers since early in 2007 (11%). 
• Among the 52% of American’s age 12+ whom have ever streamed or downloaded a digital video file online, about one out of every five hours spent watching movies, TV shows and/or other types of videos is done so on a PC.

Adam Wright, Director at Ipsos MediaCT, explains: “Streaming video online has become an activity many Americans aren’t just experimenting with, but enjoy on a regular basis. Today, about half of all Internet users aged 12 and up have streamed a video file online in the past 30 days. The growing sophistication of home PCs, as well as the ubiquity of high-speed Internet connections in the home and outside, really facilitated the experimentation process with the digital video medium, and subsequently caused many to adopt the PC as a channel they rely on for video entertainment.”

Mobile TV Viewing Limited

Perhaps just as interesting as the PC’s ascent in video entertainment is the relative lack of growth in the overall share of screen time being allocated to other, more portable video devices such as portable DVD players, digital media players and mobile phones.

Wright goes on to explain why growth in share of screen time with portable devices may be limited: “While the number of device options are growing for consumers to access and watch their favorite video content, what isn’t necessarily changing is the location where we enjoy this video content – our homes. This, combined with the growing demand for digital video content, is why we’re seeing the shift in share of screen time away from traditional video channels to the PC right now.”

Rise In PC’s Share Of Screen Time Consistent Across All Age, Gender Groups

The overall phenomenon of watching more video content on a PC is not isolated or driven by a few select demographic groups, but rather is relatively consistent across all age groups and genders. In contrast, watching video content on other portable devices is a niche activity for most adult digital video users – many of whom have invested in outfitting their living rooms with HDTVs and subscribe to cable or satellite television.

Teens aged 12 to 17 are the only age group that is watching a greater percentage of their video content on portable devices. Not surprisingly, teens also experienced the largest drop in the share of screen time they devote to the TV. However, what’s not known is whether their greater reliance on portable video devices is simply a life stage trend these younger digital video users will outgrow as they age.