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BizReport : Viral Marketing : February 27, 2012
Nielsen: 33% of Americans streaming long-form content
As the number of Americans with home Internet access increase and as those users switch from dial-up to broadband to wireless they're also switching how they utilize the content available. Once, the 'Net was a way to email friends, family or work, to find silly pictures or get product information.
Those are still some of the leading activities, but as our access to online content has improved so has the way we interact with that content - especially in the form of streaming media. According to a new report from NielsenWire one-third of Americans streamed some kind of long-form content - television programming, movies, etc. - from a paid subscription service in 2011. Netflix and Hulu, the two biggest service providers, saw 6.2 million and 12 million unique streamers in October 2011 respectively.
Perhaps most interesting is who is streaming. Hulu's biggest bases of viewers are between 18 and 34 years of age (31%) or over age 50 (33%) while Netflix draws in primarily younger consumers - 40% between age 18-34. Women are mostly likely to stream content on both services, by the way.
As consumers stream that long-form content, companies are monetizing it through video ads. Hulu remains the top network for video ad impressions, serving 540 million ad minutes (January 2012); that is an average of 43 ads per viewer, finds comScore. Adap.tv and the BrightRoll Video Network each served over 350 ad minutes in January.
According to comScore more than 84% of the US online audience watched video content in January 2012; each clip averaged 6 minutes. Video ads accounted for just over 12% of all video content viewed.
Tags: comScore, Nielsen, online video, streaming video, video advertising, video content
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