An example of this is Disney's decision to make their popular television programs available via download to Apple iPod users. Figure 3 provides a forecast of the spending on Internet Downloads of TV Programs from Veronis Suhler Stevenson (2005), a well respected communications company that focuses on the online video marketplace.

Figure 3: Internet Video Downloads of Television Programs

Additional key points from the firms' research on online video advertising and downloadable television programs include the following insights:

About one in ten U.S. online consumers watches television broadcasts online.

Respondents mostly were still watching as much TV on the TV as they had been, despite adding some online viewing to the mix.

Three out of four online views said their traditional TV-viewing habits haven't changed, a small percentage said it had decreased and a smaller number said it had increased.

More than two-thirds of online consumers log on daily for...
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