As WebsEdge is an online video content provider I was interested to read about this recent study about where people go to watch video. As I predicted: more people are viewing videos at their computer screens than ever before.

The argument here is that whilst traditional tv is still dominant it’s market share is falling at the expense of people watching on a PC. This trend is particularly prevalent among 12-17 year olds. Personally I think whilst a lot of this is true what we’re actually seeing is something even more interesting as the total amount of content viewed – on whatever platform – continues to grow.

I think there are four key reasons why watching TV and video over the internet is so popular: content, navigation, location and community.

I’ve argued before (and will again) that content is the driving force behind online video: there is simply more of it and any viewer can find something relevant to their interests. Similarly, the navigation possible online is far superior to traditional television: you can search for things that you want so that anyone can find exactly what they want, when they want it- without having to wait for the “scheduled program”. And with all the new devices coming to market the ability to watch tv wherever you want to is also important.

Finally, possibly the biggest push behind growth is the community aspect of internet TV or online video. Having the ability to comment on videos, share them with friends, and connect with people about video makes it a social movement and more interesting for all users. Viewing video is no longer just a passive activity: this is a very compelling market proposition.

With such advantages over traditional TV the trend towards watching video on computers is only going to keep growing. I look forward to seeing next year’s data - let’s see if it doubles again by 2009.