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BizReport : Research archives : June 22, 2010

Online video: not just for UGC fans anymore

Online video is beginning its coming of age. Once fodder for mom-and-pop shared video clips of kids making silly faces, consumers are now most likely to be found watching professionally produced content or ads. According to new research from eMarketer the availability of broadband Internet connections is helping video grow into the mainstream online consciousness.

by Kristina Knight

emarketer.jpgAccording to eMarketer estimates nearly 70% of US home will be broadband connected by the end of 2010, giving even more consumers the ability to watch longer form video content - full length television shows, created-for-Internet series as well as the typical movie trailers, highlight reels or user-generated content. By year's end, the report suggests that about 24% of the US population will be watching long-form video content.

In 2009 only 20% of US adults were watching full-length content and in 2008 only 17% were watching.

The report also indicates:

• 33% of online adults in 2010 will watch full-length content online in 2010
• Over half watch long-form content 'regularly'
• Younger consumers are more likely to watch full-length content online than older Americans
• In 2011 'regular' full length content viewership will rise to 56%

The problem for advertisers within the video space continues to be the economy and the changing landscape of video platforms. Sites such as Hulu have offered ad-supported free content, but are now looking at subscription fees. The verdict is out on whether consumers will pay to watch television programming online or will only pay for unique online programming.

Tags: eMarketer, full length video content, online video, video advertising

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