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BizReport : Viral Marketing : December 10, 2007
Online video consumption increases 37% year over year
More users are catching on to online video. According to a recent study from Horowitz Associates, online video consumption increased 37% from 2006 to 2007. The report found that 6 in 10 adults in the US have now downloaded a video once each week.
The study found that more than 85% of adults in the US download videos each month.
In 2006, their research found that 45% of US adults downloaded videos weekly and 71% downloaded monthly. Both studies are based on broadband users.
Howard Horowitz, President of Horowitz Associates, Inc. said, “More and better broadband content— particularly entertainment content in video form — is bringing more consumers to the platform, either on their computers or on their handheld devices. This, in turn, creates an even greater demand for — and expectations regarding— broadband video. Importantly, the data suggests that broadband video is not cannibalistic to linear video, but rather, an enhancement to the consumers’ “traditional” TV experience.”
News remain one of the top interest points for those downloading videos regularly. According to the study 36% of the study respondents downloaded news clips. Meanwhile 30% of users downloaded non-professional/user-generated content. Movie trailers are the third most popular download (24%), followed by music videos (22%) and television show previews/segments (21%).
Tags: online video, video advertising
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