Access

Online video is enjoying explosive growth. eMarketer projects the US online video audience will reach 158.1 million users in 2011. Although the vast majority of US consumers (89%) still use PCs and laptops to view online video, research from Frank N. Magid Associates showed a sizable percentage of consumers watching online video on additional devices, such as mobile phones and TV sets, connected to the internet.

Devices that US online video viewers use to watch online video, April 2011 (% of respondents):
- PC/laptop: 89%
- Mobile phone: 15%
- TV set connected to the internet: 11%
- Wireless tablet: 9%
- Other: 3%

30% of US households had at least one internet-enabled device connected to their TV as of February 2011, a percentage that has grown slowly but steadily over the past few years, according to data from Leichtman Research Group (LRG).

Internet-connected devices US adults use to watch online video, February 2011 (% of respondents):
- 23% of households have a video game console that is connected to the internet
- 10% of households have an internet-connected TV
- 7% of households have an internet-connected Blu-ray player
- 30% of households have at least one connected device
- 10% of adults watch online video via internet-connected devices at least once per week.

More specifically, LGR found that while only 10% of US households had an internet-connected TV, almost a quarter (23%) had an internet-enabled game console they used to watch online video.

The Frank N. Magid Associates study found a slightly higher share of US internet users with internet-connected TVs, a percentage expected to increase further as newer TV models are sold with built-in internet connectivity. But for now, the majority of users appear to be accessing the internet through other connected devices-specifically gaming consoles. In fact, 19% of viewers who have accessed the internet through their TV have used a PlayStation 3, and 13% an Xbox 360.

Devices used by US internet users to access the internet through their TV set, April 2011 (% of respondents):
- PlayStation 3: 19%
- TV set that connects directly to internet: 13%
- Xbox 360: 13%
- TiVO or DVR: 6%
- Apple TV: 4%
- Google TV: 4%
- Roku: 3%
- Slingbox: 1%
- Boxee: 1%
- Other: 15%
- Not sure: 15%

(eMarketer, August 2011)