Online video viewers prefer professional productions

Nearly 20 percent of online adults watch online video daily, according to the Pew Internet & American Life Project, and they prefer professionally produced material.

by Helen Leggatt

Over half, 57 percent, of adult Internet users have watched, or downloaded, video according to Pew’s recent report. That figure increases to 74 percent among broadband users.

“The growing adoption of broadband combined with a dramatic push by content providers to promote online video has helped to pave the way for mainstream audiences to embrace online video viewing,” says the report.

The younger adults, aged between 18 and 29, were the highest users of online video with 31 percent claiming to view video clips daily. For those aged 30 – 49 years old the daily viewing figure drops to 18 percent, for 50 – 64 year olds 12 percent, and senior citizens just 10 percent.

The report also found that, overall, online video viewers preferred content created by professionals and not amateurs. Over 60 percent of the 2,200 adults involved in the study expressed a preference for videos produced by professionals. Nineteen percent preferred to watch videos made by amateurs.

“However,” says the report, “the segments that do express a preference for amateur content or say they like both genres equally is sizable, and those who are among the most coveted viewers by advertisers (men ages 18-29) are the most likely to express a preference for amateur video.”