If you watch “The Office” or “Ugly Betty” online, you’re among millions of consumers who have forsaken the boob tube. Nielsen recently found that 25% of Internet users had watched TV online in the last three months. “It has become a mainstream behavior in an extraordinarily quick time,” NBC’s research head told the New York Times.
Nielsen found 23% of people aged 35 to 54 had watched online, as had 39% of people 18 to 34. The trend has network execs wringing their hands, because online viewers are worth fewer advertising dollars than traditional fans. "Our challenge is to not end up trading analog dollars for digital pennies,” said NBC Universal’s CEO.