The number of viewers who watch full-length episodes of popular TV shows streamed on the Web is on the rise, with Nielsen Media Research reporting that, over a three-month span, 25% of Web users streamed a TV episode. "It has become a mainstream behavior in an extraordinarily quick time," said Alan Wurtzel, the head of research for NBC. "It isn't just the province of college students or generation Y-ers. It spans all ages."

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