Online Video Is Not Just for Kids
PUBLISHED DECEMBER 14, 2005
Apparently, the TV Generation still enjoys watching TV, even if it's on the Internet.
A new report, "State of the Consumer Streaming Market," released by comScore in conjunction with StreamingMedia.com , revealed that consumers between the ages of 35 and 54 years old accounted for more than 45% of all online video watched in August 2005.
The research found that 35 to 54 year-olds are 20% more likely to watch online video than the average Internet user, and 25 to 34 year-olds are 12% more likely than the average Internet user watch a stream online. That's important because these ages represent prime target groups for marketers across a variety of products and services.
"Contrary to public perception, it's not just 'college kids' or 'bleeding edge' Internet users who are streaming videos," said Erin Hunter of comScore. "People want more than a two-dimensional experience online, and this powerful medium now reaches everyone with engaging and interesting content."
Publishers are using video product clips, music videos, movie trailers — even full news broadcasts — to engage their consumers.
"Advertisers are waking up to the potential of Internet video units, too" added Mr. Hunter.
While marketers will spend only $225 million on Internet video advertising in 2005, eMarketer estimates that the figure will nearly triple to $640 million in two years, and surpass $1 billion by 2008.
"Television and the Internet are finding ways to complement each other," said David Hallerman, Senior Analyst at eMarketer "Video represents common ground for the two media, not a field of battle."
Additional findings from the comScore report include:
- More than 100 million users consume online digital media (streams and downloads) in the U.S. in a month, which represents almost 60% of the U.S. online population (97.5 million computers).
- Video consumption crosses all dayparts and demographics, with the primetime and daytime dayparts showing particular strength.
- Nearly two-thirds of all U.S. Internet users in August streamed audio or video through a Portal and almost 50% did so from an Entertainment site.
- More than 17% of U.S. Internet users streamed content from a music site and 15% streamed from a retail site.
"Television and the Internet are finding ways to complement each other," said David Hallerman, Senior Analyst at eMarketer "Video represents common ground for the two media, not a field of battle."
Additional findings from the comScore report include:
- More than 100 million users consume online digital media (streams and downloads) in the U.S. in a month, which represents almost 60% of the U.S. online population (97.5 million computers).
- Video consumption crosses all dayparts and demographics, with the primetime and daytime dayparts showing particular strength.
- Nearly two-thirds of all U.S. Internet users in August streamed audio or video through a Portal and almost 50% did so from an Entertainment site.
- More than 17% of U.S. Internet users streamed content from a music site and 15% streamed from a retail site.
