Swedish TV Channels Lose Every Fourth Youngster to Downloading
Written by Ernesto on December 16, 2006Swedish broadcast statistics institute, MMS released a study in which it shows that one out of four Swedish youngsters downloads TV shows over the internet, instead of watching them on TV.
The results of the survey are astonishing, and confirm that TV channels are losing ground to (often pirated) downloaded content, especially among younger Swedes. Older Swedes download less TV shows, and still use the traditional TV recorder.
The survey also showed that 16-25 year-olds consume 40 minutes of downloaded video every day, and that 16-20 year-olds consume an additional 20 minutes of web-based streaming video from services like YouTube daily.
The results for LOST, Prison Break, Entourage and Desperate Housewives, four of the most popular TV shows in Sweden, are summarized in the graph below.
We got the chance to talk to the project leader of this study, Sorosh Tavakoli. He said: “We have identified a group of ‘internet rebels’, they are primarily in the age of 20-25 that show some really advanced consumption patterns. They are the heaviest consumers of internet distributed motion pictures and they are proud about it. If the ’system’ can’t provide it, they do it their own way.”
In total MMS asked 2500 respondents between the age of 16 and 65 about their TV viewing habits. According to MMS this sample was representative, which means that the results can be generalized to the entire Swedish population.
The present findings are in line with a poll conducted for the BBC earlier this month, which also showed that watching TV “online” is on the rise. MMS will release additional details about this study in early 2007
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2 Responses
IMO these are not surprising findings; If the consumer has the chance to decide when HE want to consume something, he will do so.
It’s the stupidity of the content providers that they haven’t embraced that concept years earlier when those highspeed connections were impossible for most of the consumers and they could have had the chance to establish a form of this “time-shifted, on demand”-watching where they could feed you with the advertisements they want you to see.
Now everybody got used to the fact that “the scene” will provide the stuff with cut out ads and the content provider will have a problem to compete with them even if he provides also for free.
Maybe the MAFIAA should use those 38.100.x.y IP’s not to poison and piss off the Joe Average Content consumer (that is also these days already willing to pay “membership fees” to those fucking scam sites) but to use those IP’s to spread their content faster and earlier then “the scene” and then with a “build-in advertisement” instead of a station logo to make the bucks they want to make!
In a few years, only those grey haired oldies will remember the times when it was the TV that dictated you to be home at a certain time, to watch your “Prime Time” TV series.
Not surprising at all. People are tired of being stuck to the mind sucker. They want flexibility of scheduling. Time shifting has been the major driving force behind the VCR and Tivo, but the younger generation doesn’t want to deal with the frustration of programming VCR’s (dead tech) and having access to a computer already sees no need to buy a Tivo, so the ultimate timeshift is demand download of the exact program you want and watch at your leisure. Of course, this kills your local TV station, and the major networks aren’t thinking far enough ahead to work on providing the initial content, a way of making it pay and then giving a percentage kickback to their local store. They aren’t as smart as Staples.
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