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BizReport : Blogs & Content archives : October 25, 2010

Report: Online originals more engaging than TV

A new report for Next New Networks and YouTube indicates that original online video programming may be more beneficial to advertisers than traditional television programming. Why? Simple because of engagement. The report indicates that online viewers are more than twice as likely to be 'fully engaged' with programming than television viewers.

by Kristina Knight

nextnewnetworks.pngResearchers further found:

• Online viewers spend 13% less time with television that non-online viewers
• 60% of online viewers watch 'online original' programming
• 40% of online viewers share content with friends
• Online viewers are less likely to 'multi-task' while watching - surf the web, talk, do household chores

The study has similarities to another study which found that more than 56 million Americans are now tuning out television in favor of watching online almost exclusively; these consumers were found to be watching television programming online as well as online original programming.

"Advertisers are after a key audience demographic that now considers the Web to be their chief source of entertainment. Advertisers need to seize the opportunity to get in front of this captivated audience by committing more of their ad dollars to Web original content," said Lance Podell, Chairman of the Board of Directors for Next New Networks.

How often are these viewers tuning in to their computer screens? Nearly two-thirds (60%) watch at least weekly. Other interesting factoids: 58% see online video as 'quality entertainment when they want it' and more than 25% say online video is more entertaining than television programming.

According to information from Experian/Hitwise, YouTube was the third most visited website (week ending 10/16/2010) with a 3.20% share behind only Facebook and Google.

The study was conducted between May and June 2010 by researchers from YouTube, Next New Networks and Frank N. Magid Associates.

Tags: Next New Networks, online video, original programming, video advertising, video content

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