Recently I saw this report on the behaviour of viewerd of web content vs that of tv.

There are a number of interesting results regarding demographics and percieved value (ie how much they want to watch it) and the social/viral nature of web content’s success.

But most interesting to me was the level of engagement that viewers typically afforded to web content.

Similar to what I suspected, viewer behaviour is somewhere between the typical behaviour of film viewers and television viewers: not as loyal and stead fast as film viewers, but not as promiscuous and you’d-better-keep-me-entertained-because-I’ll-totally-leave-you-for-another-station’s-show.

What I take from this is that, again, the structure is bound to develop into something similarly hybrid between the two types.