Internet-based TV services are not overtaking traditional viewing habits, according to new figures.
Research from Thinkbox and the Broadcasters Audience Research Board (Barb) has revealed that the number of people watching TV shows through both broadband and traditional mediums is rising.
During the first six months of 2008 consumers watched 3.77 hours of TV a day, up by two per cent on the five-year average.
Thinkbox suggests that these figures show traditional broadcast and online TV platforms are growing simultaneously and serve different purposes for audiences.
The company explained that the two mediums "can co-exist and indeed promote each other" as online TV is often used "as a means of catching up with the broadcast stream".
Thinkbox announced earlier this month that it will launch an in-depth study into the online TV sector. Results are expected early next year and will chart the viewing behaviour of audiences as will as the relationship between broadcast and online content.