The Data Digest: A New Wave Of Channel Surfers

with Anjali Lai

Summer 2013 may be bringing about a renewed enthusiasm for surfing — and not only on the beach: Many consumers are turning to online video services to skim the waves of new content.

In Q3 2012, Forrester’s Technographics Data Insight showed that around one in ten US online adults had canceled their TV service in order to stream content exclusively from the Internet; those who did not cancel their programming cited their desire to channel surf as the primary reason for maintaining TV service. However, as online video evolves, consumers are finding that the Internet enables an equivalent channel-surfing experience. Participants in our ConsumerVoices online community say they look to Netflix to discover new entertainment content rather than to simply stream a specific show:

“Every time I use Netflix, it is to discover what is on. I never go on there at certain times looking for specific shows. I like having all their movies and shows available to me when I want it.”

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