A market is quickly emerging for on-demand programming offered online (and via cable or satellite TV). Nearly one in five - 19.1 percent - who are web users say they would probably purchase online on-demand programming (TV shows, movies, concerts or sporting events) that could be watched on their computer; about a third (32.9 percent) say they are unsure whether they would; and 48.0 percent say they would not, according to a recent Burst Media survey of some 3,300 web users age 18 or older.

Men are significantly more likely than women to purchase online on-demand programming (23.3 percent vs. 15.0 percent). Men under age 34 are most likely to say they would: 24.3 percent of men 18-24 years old and 31.4 percent of men age 25-34.

Among income segments, the greatest demand is from respondents reporting household income of $35,000-$74,999 (23.8 percent). Also, those with a broadband connection (22.5 percent) are more likely than those using dial-up (13.2 percent) to purchase.

Respondents who use the internet 20 hours or greater per week are more likely (45.9 percent) than all other internet usage segments to say they have purchased on-demand programming during the past year.

One-fifth (19.2 percent) of respondents say they have already purchased/paid a subscription fee for online content during the past year. Again, men are significantly more likely than women to say so (22.9 percent vs. 15.5 percent). Among current non-purchasers, men are more likely than women to say they would consider purchasing or subscribing to online content (13.6 percent vs. 8.2 percent).

One-third (34.1 percent) of respondents who subscribe to a home television service (cable or satellite) say they have purchased on-demand programming in the past year. Women are slightly more likely than men to say so (35.2 percent vs. 32.9 percent). The highest proportions by age/gender: women 25-34 years (39.0 percent) and 35-44 years (43.6 percent); men 45-54 years (39.6 percent).

Respondents who own a digital video recorder (DVR) are also heavy consumers (59.3 percent) of on-demand programming.