The data reaffirms much of what Nielsen has found in past studies, namely that television remains by far the dominant medium for video viewing. The Ball State study found that the average American adult was exposed to five hours and nine minutes of live TV each day, almost 15 minutes of TV via a DVR device and 2.4 minutes of video on the computer.
“Even though people have the opportunity to watch video on their computers and cellphones, TV accounts for 99 percent of all video consumed in 2008,” Mr. Bloxham said. “Even among the 18-to-24-year-olds, it was 98 percent.”
One company getting squeezed by these pressures is Boxee, a New York start-up whose software for PCs can be used to bring shows from Web sites like Hulu to the television set. Last month, Hulu’s backers, Fox and NBC, pressured Hulu to remove its content from the Boxee service because it threatened their efforts to get the cable operators to pay them what the industry calls retransmission fees.
Boxee has been trying to restore Hulu to its service, with both technical workarounds and through negotiations with the networks.
The new interactive division also distributes entertainment and news content to more than 300 partner websites that make up the “CBS audience network” but are not owned by the company. The websites carry the content, and CBS sells ads and shares revenue with the partner. As of January 2009 the audience network included Microsoft, AOL, and Joost as well as social networking sites like Bebo.