Study: Some People Watch Less TV

Say Media (formely VideoEgg and Six Apart) is releasing today a potentially interesting "Off The Grid" study (see it in my Google Docs) about people who are consuming less live and more streaming and on-demand TV. The study breaks these people down into two groups:

34 million are Opt-Outs.

22 million are On-Demanders.

I wish companies that send out announcements and nicely formatted summaries would also attach raw data, because the way these segments are defined here seems kind of arbitrary. For the Opt-Outs, how many people don't own a TV at all compared to last year? Is not having watched TV in the past week indicative of their long-term behavior? For On-Demanders, how many of those who watch less live TV are streaming?  How many of those who stream watch more live TV as a result?

There must be some people who watch more TV for the overall viewership time to have gone up, right?

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