But the internet is having a profound effect on consumers’ viewing habits and the proliferation of devices is altering their viewing behavior.

In 2011, 68.2 percent of the US internet users, or 158.1 million people, will be watching video content online each month. By 2015, that figure will increase to 76 percent of internet users, or 195.5 million people, estimates media research firm eMarketer.

In the same period, online video advertising spending will surge from $1.97 billion to $5.71 billion, said the research firm.

Television is still the dominant screen for US viewers, but newer technologies make it easy to timeshift shows to suit consumers’ schedules - even while watching on a TV set. Gaming consoles, present in a majority of households, also facilitate streaming.

The research firm expects that this year, 69.4 million adults will watch TV shows at least once a month through some type of internet connection, meaning the show could be watched on a TV set, computer screen or mobile device. By 2015, nearly 100 million adults, or 48 percent of all adult internet users, will do the same.

Lisa Phillips, senior analyst at eMarketer and author of the new report, said: “Consumers are not ready to go over the top, but they are edging closer. They care most about convenience, cost and choice, and are interested in viewing options to the extent that they fit in with those demands.

“There is no one-size-fits-all approach to advertising around video content, given the myriad devices and demographics that are intersecting. Brand marketers need to know their target audiences expect to be entertained with strong creative.”

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