iPlayer Behaviour - Lessons for WebTV plays?

Interesting stats from the BBC on the way people use the iPlayer:

Over 3.5 million programmes have been streamed or downloaded on demand via the BBC iPlayer within a fortnight of its marketing launch on Christmas Day.

The programmes were streamed or downloaded on demand between Tuesday 25 December and Monday 7 January by over a million visitors to bbc.co.uk/iplayer, where members of the public are able to choose from some 250 BBC programmes from the previous seven days.

The BBC research reveals that an average of a quarter of a million programmes have been downloaded or streamed each day since 25 December.

Users, on average, watch each streamed programme for just under 25 minutes, while the number of users choosing to stream content currently outnumbers downloading by a factor of eight to one.

Whilst the top ten most popular programmes account for just under a quarter of all those consumed via the BBC iPlayer, programmes that are ranked outside the top 50 actually make up almost half of the total consumption.

Some notes on stats for WebTV service developers:

(i) 1m visitors, 3.5m programs = 3.5 programs/visitor in approx a fortnight - around 1.75 per week (but this is a week of high excitement, so on high side of average).

(ii) At 25 mins per, thats c 45 mins per week watching

(iii) Near order-of-magnitude preference for streaming vs downloading - gratification this instant !

(iv) "Long Tail" of c 50%

(v) Takeup - UK TV watching population is c 20m homes (near 100% TV penetration), 1m visits, assuming 1:1 parity of visitors to homes = c 5% penetration. Not clear if "visits" = visitors though, so assuming they are not and each "visitor" visits weekly on average, thats 2.5% market penetration