Research published by Internet video specialist Simply has revealed that as online video usage goes mainstream, the PC has become the second TV in many homes. Men in particular are using Internet video as a way of indulging their interests and escaping into a 'virtual shed'.

Research also revealed that online video viewers are thoroughly mainstream. Three distinct categories of online content emerging which have been characterised: Snippets, Boutique and Catch-Up. Each is being viewed in a different way. Furthermore, viewers accept advertising in exchange for 'free' content as in traditional TV.

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