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BizReport : Research archives : June 30, 2010

Study: Consumers spending more online time in entertainment

It is no secret that the general public likes to be entertained, but it may surprise some to realize just how much online time is spent in the 'Entertainment' realm. According to a new study from Metacafe and Frank N. Magid, Associates about half of consumers now watch online video at least once each week. That is an increase of 7% year over year.

by Kristina Knight

Surprisingly the young adult segment (18-24 year olds) is the fastest growing online video segment, which is key for advertisers. Also of importance is that 'professional videos' are the most popular video genres. With younger people logging on more to watch professional content marketers have more opportunities to advertise and publishers may be able to create paid subscription models.

"While we anticipated online video content consumption would grow, the finding represent an important shift in behaviors and attitudes over the last year," said Mike Vorhaus, President of Magid Advisors. "The popularity of professionally product short-form content by the majority of respondents further solidifies this entertainment genre and its ability to engage and retain consumers' attention."

The study found:

• 85% of males (age 18-24) and 68% of females (age 18-24) watch online video at least weekly
• 3 of 4 respondents watch some form of short, professionally produced video content
• 55% of respondents say ads with online video are 'more acceptable' than television ads
• 18-34 year olds are most likely not to mind advertising with video content

What are consumers watching? Music videos and movie preview clips are two of the most popular, but viewers are also loggin on to catch television show clips or entire episodes, news headlines and sports highlights. Comedy is another area showing strong growth. About one-quarter of respondents to the Magid study replied that short form online videos were 'more entertaining' that full-length television shows.

According to comScore 183 million American consumers watch online video clips in May with a total of 14.6 billion clips served to viewers.

Tags: Frank Magid & Associates, online content, online video, video advertising

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