The computer as the new TV set: exploring gratifications from streaming network television shows in an on-demand age

TV networks now offer many of their shows online as free, on-demand streams, making the Internet a viable alternative to the television set for watching broadcast and cable programs. This study looks at gratifications sought from streaming TV shows online, with a focus on both human-computer interactive (HCI) and computer-mediated communication (CMC) interactive features. A survey of these features from Web sites of the top broadcast and cable networks was conducted, and 274 students were surveyed on their TV-streaming habits. Results suggest streaming for entertainment and diversion best predicted using HCI features, and streaming for social purposes best predicted using CMC features. The need for surveillance of both current events and TV programs, however, predicted the use of CMC featuresgoing against the one-way flow of information commonly associated with research findings on surveillance through the media. Implications for the television industry and directions for future studies are also discussed.