New Research - Cannibalization?

The next wave of online video viewing is upon us. While initial research indicated that online viewing of long-form television content was incremental viewing, new research by IMMI indicates cannibalization.

A full half of viewing by people measured by IMMI were shows that aren't watched in any other way except online.

This threatened erosion of the television audience was what led the CW to eliminate online viewing of Gossip Girls in April.

The economics aren't yet working in the networks' favor. This indicates a few likely scenarios in the short term: (1) Networks scale back dramatically on making shows available online, (2) a week-long (or longer) delay in episode availability to encourage live viewing.

However, while the report implies cannibalization, it is also possible that the online viewing is incremental because the online availability of the show generates trial that may not otherwise have occurred.