Hulu.com or NBC? Streaming Video Cersus Traditional TV
研究通过在线访谈比较年轻成年观众对流媒体电视和传统电视的使用、广告感知及回避行为，发现两者相似性多于差异，但观众对传统电视观看量多62%，且对在线电视广告容忍度更低。
<h3>ABSTRACT</h3> The research employed online interviews among young adult viewers of online streaming television and traditional television to determine how media differ in terms of use and advertising perceptions and avoidance. Results indicated more similarities than differences. Significant differences regarded the amount of use and viewer attitudes toward advertising. Specifically, young adults watched 62 percent more traditional television than online television and were significantly less tolerant of online television advertising. These findings appeared to reflect the convenience-orientation of online television viewers. Advertisers should note that advertising presence on online streaming television will increase their message frequency among young adults.