• by Wayne Friedman , February 29, 2012

We've all heard traditional TV will gain ground because of social media. Now it seems just the online availability of TV shows drives more TV consumption -- and likeability.

TV shows that have online access for consumers are "significant and growing, but they may pass under the radar of traditional metrics," says a new Knowledge Networks study.

Some 42% say the availability of this video makes them think "more highly of a TV network." This is up from 30% four years ago. Twenty-two percent say "they would never have watched some shows if they were not accessible online." This compares to 10% in 2008.

There is more time with TV shows because of online access: 20% say they spent more time watching a network’s content after it became available online -- up from 9% in 2008.

Among streamers, TV network sites are the preferred source of network content. This came from 57% of those who watch streaming network video. Knowledge Network says this compares to 37% who cited non-network sites, such as Hulu, as their preferred source.

But people who download TV content are apt to spend more time watching TV than streamers: 30% to 20%.