The BBC reports that a study from telecoms firm Motorola has claimed that 45 per cent of European broadband users have watched television content via their internet connection.
"Viewers across Europe are no longer satisfied with fitting into schedules dictated by broadcasters and are turning to the choice and flexibility offered by TV over the internet," said Motorola's Karl Elliott. "We are witnessing a nation of citizen schedulers who are in control of their entertainment, allowing them to watch what they want, how and when they want it."
The BBC announced earlier this week that it is to press ahead with its online iPlayer service that will allow viewers to access its programs online. ITV has also signalled its intention to do the same.
Meanwhile, an increasing number of internet TV services are appearing, such as upcoming video-on-demand portal Joost, which is backed by the founders of internet telephony firm Skype.
The survey also found that 45 per cent of respondents expected to be able to make video calls via their television by the year 2012, while 35 per cent wanted to be able to pause, rewind or fast forward live broadcasts.