A recent study conducted by Nielsen Analytics indicate networks draw younger, wealthier, better educated audiences when they provide television programs online, reports Reuters. "Video on PCs and iPods actually is expanding the audience for broadcast and cable programs," said the study. Data indicated that total TV usage was at an all-time high in U.S. households during the 2005-2006 TV season. Rather than drawing viewers away from traditional sources, the report found that digital media allowed more access to programming from non-traditional locations, such as WiFi hotspots and at the office.

Economics plays a large part in this trend. According to the study, 28 percent of households with broadband connections --- the most desirable setup for downloading television programs --- have annual incomes of $100,000 or above. Broadband users are also four times more likely than average to have a college degree. Networks have enjoyed this new method of finding viewers; NBC's Heroes showed strongly in the ratings, boosted heavily by the network's decision to release the pilot early via the web. SciFi's series Eureka had a similar surprise ratings win, due to the cable channel's allowing viewers to watch the pilot from the SciFi.Com website. Illegal downloads of Doctor Who (showing massive international interest in the show) may have led SciFi to bring the quirky British series to the U.S.

As content becomes more accessible online, two gaps are going to become important. Economic "haves" and "have-nots" are going to see vast differences in the amount and quality of content available to them. Meanwhile, content providers are going to be divided between those who embrace new technologies and those who struggle to keep up with them later.