PT  - JOURNAL ARTICLE
AU  - Cha, Jiyoung
TI  - Do Online Video Platforms Cannibalize Television?
AID  - 10.2501/JAR-53-1-071-082
DP  - 2013 Mar 01
TA  - Journal of Advertising Research
PG  - 71--82
VI  - 53
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/53/1/71.short
4100  - http://www.journalofadvertisingresearch.com/content/53/1/71.full
SO  - J Advert Res2013 Mar 01; 53
AB  - This study investigated whether (and how) online video platforms displace television with respect to time investment and viewership. To that end, this study employed mail surveys of a random sample of Internet users throughout the United States. This study revealed that the existence of the time displacement effect depends on (1) what type of online video venues consumers use; (2) how much video content overlaps between online video platforms and television in general; and (3) what type of video content consumers watch online. Specifically, the current study found that the time spent using the Internet to watch user-generated videos and on video-sharing sites reduced the time spent watching television as a consequence.