The growing uptake of broadband in the UK is presenting people with more choices when watching TV shows, according to one expert.
Arash Amel, head of broadband media at media analyst Screen Digest, said that online TV and video has given viewers more options on when and where to watch their favourite programmes.
He commented: "People no longer aggregate or crowd round one TV in their living room.
"Instead, they can watch TV whenever they want, whether it's on their PC in their office, or whether it's on their video iPod on their way to work."
ITV.com reported a 362 per cent increase in video usage between January and May this year.
The BBC's iPlayer service has also seen notable growth, receiving 21 million requests for streamed and downloaded shows and clips during April.
Amel predicted the development of "iPlayer-branded Freeview boxes" in years to come, allowing viewers to access the online service via a set-top device with a broadband connection.