Search engines played a bigger role in online viewing than social media, as did TV ads and stories and reviews on both the Internet and TV. Internet reviews had about twice as much influence on online video viewing versus television viewing.

Knowledge Networks also found that 56% of online streamers of full-length TV programs or movies are viewing “purposefully”—that is, heading to the computer with the intent to watch something specific. That’s somewhat higher than the proportion of TV watchers, at 44%. Just 22% of online amateur-content streamers are purposeful viewers. Read more at www.emarketer.com