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BizReport : Viral Marketing : March 20, 2009

Ipsos: Consumers want video to be free

With more and more consumers logging on to the Internet to share and stream video clips marketers are following suit. However a recent report from Ipsos MediaCT's MOTION program indicates that while advertising may be acceptable, consumers are not in favor of paying for this type of content.

by Kristina Knight

This is not to say that streaming video should have several types of ads in each stream, but moderate advertising is acceptable. Currently about 60% of consumers over age 12 are streaming video. According to a recent comScore report more than 14 billion online video clips were viewed in January.

When it comes to online video, short user-generated clips and news/sports content are still the biggest draws, but the audience for television shows has doubled since the beginning of 2008. For professionally produced clips, advertising is seen as acceptable but for user-generated content, consumers are less likely to think advertising sponsorships are okay. In fact, more than 50% of consumers said advertising on user-generated clips was either 'not very' or 'not at all reasonable'.

Meanwhile consumers also say that the longer the clip - full-length television shows or streamed movies - the more willing they are to receive advertising in exchange for paying a subscription fee.

Tags: comScore Media Metrix, Ipsos Media CT, online video, streaming video, video advertising

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