AdAge: Who's Watching Online Videos and What They Are Watching
Original Post: http://adage.com/digital/article?article_id=138947
Online-video viewing has really reached critical mass, as more than
75% of all U.S. internet users watch online videos at least every now
and then; almost 45% are watching every week and 12% view them daily.
|
| Photo: Stephanie Diani |
Mike Vorhaus is president of Magid Advisors for Frank N. Magid Associates and can be found on Twitter.
|
Meanwhile, frequent online-video viewing extends across
all demos. Although males 18-to-24 are the heaviest online-video
viewers with 70% viewing at least weekly, one third of all
55-to-64-year-olds are also weekly viewers.
But it's not just about who is watching -- it's also what they're
watching. We did a study for Metacafe and found that the top 10 types
of online video, according to consumers, range from user-generated
videos, to news, weather, movie clips, etc. What's notable is that
eight of the top 10 most-popular video genres are short form.
It turns out the small screen and shorter length can be just as
compelling. More than a third (37%) of short-form video viewers find
that content equally or more entertaining than full-length shows on
their TV set. And while 9% of online-video viewers say they watch more
TV live on their TV set due to watching online video, 20% say they are
watching less live TV on their set due to online video viewing.
