A recent Google report on the search behavior of TV viewers suggests changes in the way people engage in TV content online, how they navigate TV online, and how they view content missed on air. The report suggests that viewers are starting to rely on specific destinations for content at specific times of the year. Online TV consumers are moving from generic online TV searches to more specific destination, and from individual network sites to aggregators.
The study concludes that brands (networks, shows) don't take full advantage of spikes in online searches for broadcast TV shows. Searches for specific TV titles rise the week before its premiere, peak during premiere week, and the progressively fall throughout the season. Searches for network sites follow a similar pattern.
Also, looking at Hulu as a branded destination for TV content can help explain the decline in generic online TV searches - it looks like viewers are associating branded aggregators with finding content they're interested in.
"Search Me: TV Nets Miss Chance to Connect with Viewers," Online Media Daily
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