While 9.7 million viewers saw the episode on their televisions, 2.7 million decided to watch via the Internet, the show's executive producer Greg Daniels said.
Watching television shows on a computer "has become a mainstream behavior in an extraordinarily quick time," Alan Wurtzel, head of research for NBC said.
The cultural shift has television networks looking for opportunities.
The advantages of watching shows on the Internet include targeting ads to a specific demographic, being able to watch shows anytime and re-opening troves of archived shows, like "Star Trek" and "I Dream of Jeannie."
But executives lament the switch from "analog dollars to digital pennies," Chief Executive of NBC Universal Jeff Zucker said.
"The four and a half billion we make on broadcast is never going to equate to four and a half billion online," Quincy Smith, the president of CBS Interactive said.
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