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Online Video - What is Everyone Watching?

Posted on 2.07.2007
It's clear that online video is booming. As such, everyone wants to monetize on the revolution. So, it's important to know who is watching.

InsightExpress conducted a study concerning online video viewing habits, surveying 500 adults ages 18 and older. Almost half of respondents (48.6%) watched news clips and music videos (47.4%). Surprisingly,user-generated videos (20.5%) ranked behind movie trailers (32.6%) and TV shows (25.7%). While a small population sample, it's not exactly a ringing endorsement for the YouTube hype, and something to consider if you are planning on advertising pre- or post-roll or alongside online video content.

According to the study, 87.9% of video streams are viewed at home, a factor when timing ad campaigns. Not surprisingly, viewers ages 35 and older were more likely to watch news and sports clips, while the under 18 crowd were more likely to watch music videos and TV shows. So what about the user-generated video? Those ages 18-34 were 63% more likely to watch than their older counterparts.

This study, while not all-encompassing, is an important benchmark for future studies - it is estimated that almost half of the US population will view an online video at least once per month by 2010. 
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