Over a third of all US broadband users have watched at least one TV show on the Internet, according to a study conducted on behalf of the Cable & Telecommunications Association for Marketing (CTAM).
But the research found that while broadband users are increasingly turning to the web for their video content fix, 94 per cent still prefer to do their viewing on a television screen.
For cable and satellite networks concerned about the growing threat of online TV shows and movies, the survey provided some comfort.
Of those who watched online shows, 82 per cent did so because they had missed a specific programme on TV.
Based on this, the report points out the “critical importance of strong marketing for the initial TV showing".