• by Wayne Friedman , April 12, 2012

Though many studies say 98% of all TV viewing remains on traditional TV, other research efforts suggests watching video on other devices is gaining momentum.

Dallas-based Parks Associates says more than 25% of all video viewing in U.S. broadband homes now occurs on platforms other than the television, such as PCs, smartphones and tablets.

In addition, in over one-third of U.S. homes with broadband access, a TV shows has been streamed over the last 30 days. Parks Associates’ survey said the average broadband user watches 36 minutes of video on a tablet.

The company did not reveal a break down types of video: premium TV shows, user generated, advertising, and other forms.

Brett Sappington, director of research of Parks Associates, stated: "Proliferation of connected CE [consumer electronics] is both an opportunity for and a potential threat to traditional pay-TV services.”

He added: “New companies are entering this space, offering alternative services and business models that are attractive to consumers. To keep their edge, service providers have to address consumption on these platforms with a clear value proposition."