on-demand viewing

A new study finds that the number of people who watched network shows via on-demand TV skyrocketed more than 60% last year compared to 2011. It’s a stunning shift in viewer habits as more and more programming is now available through cable on-demand services and through Internet sites like Hulu and Netflix.

In a sign of how this year’s broadcast upfront conversations may shape up, Walt Disney‘s ABC has begun talking to media buyers about purchasing ads in programs such as Modern Family both when they air live and wherever they’re available on demand — including the full-episode player on ABC’s website, cable systems’ video-on-demand channels and iPad and iPhone apps.