A survey of 1,200 adults ages 18-49 conducted by Frank N. Magid Associates found 54 percent say they stream programming via streaming players such as Roku, gaming consoles such as PlayStations or on smart TVs.
"Viewing habits are quickly evolving and connected TV is going mainstream," Eric Berger, executive vice president of digital networks at Sony Pictures Television, told Broadcasting & Cable.
During prime-time, 67 percent of viewers would consider watching live TV programming, while 43 percent would consider what is available from a streaming video service and 38 percent would consider watching a show stored in a DVR, the survey found.
Twenty-four percent of respondents in the survey said they would consider watching a show on Blu-Ray or a DVD.
Fifty-one percent of those surveyed said they would eventually replace a traditional TV with an Internet-connected TV.