MUMBAI: The latest study from the Consumer Electronics Association (CEA) finds that while the vast majorities (79 per cent) of online US adults obtain the video content they watch from traditional TV programming providers such as cable, satellite or fiber-to-the-home, a significant number of viewers are turning to digital sources as well.

In addition to traditional television programming, DVD/Blu-ray discs (66 per cent), free video streaming services (47 per cent) and paid video streaming services (37 per cent) are also common sources of video content.

More than half (53 per cent) of consumers say they skip commercials, yet they site traditional TV programming as being critical to the discovery of new video content, for both movies and TV shows. The sources consumers use most frequently to discover new movies are channel surfing (44 per cent), on-screen program guides (44 per cent), previews at the movie theater (39 percent), commercials on TV (39 per cent) and word of mouth (37 per cent). The leading ways consumers discover TV shows are channel surfing (50 per cent), on-screen program guides (47 per cent), TV commercials (47 per cent), word of mouth (34 per cent) and network websites such as NBC or CBS (27 per cent).