In recent months, Nielsen has seen a younger subset of viewers watch more streaming video, but that activity isn't cutting into overall TV viewing, said Jon Gibs, SVP Analytics and Insight at Nielsen, while speaking at a Beet.TV Online Video Leadership webcast in New York last month.
Online video is becoming more of a preferred platform for many younger viewers just graduating from college, Gibs said. He added that cable subscriptions continue to rise, suggesting that college graduates are more apt to "cord shave" rather than cord cut.
CBS is seeing a similar trend in the demographic makeup of online viewership. The network's median viewing age for broadband is much younger than network viewing, said Ken Lagana, SVP Sales at CBS Interactive. "[Online viewing] is a great vehicle for sampling and potentially getting people into the CBS franchise," he said.
This video is a highlight of the August 23 Beet.TV Online Video Leadership webcast. The entire session can be found here.