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BizReport : Research archives : March 23, 2007

ComScore: Most online videos watched 5-8pm

For those who think online video is taking the place of traditional television watching, think again. According to a new study from ComScore, primetime for online video is actually earlier than primetime for network television.

by Kristina Knight

"Marketers have a great opportunity to leverage Internet video in conjunction with their traditional TV buy and essentially double their ‘primetime’ commercial airing hours," said Erin Hunter, executive vice president of comScore.

According to the report, more than 123 million Americans logged on to watch 7.2 billion video streams in January. That is roughly 151 minutes of online video watching in January. Google streamed the most video (54.7 million).

The report indicates that viewers are more likely to download or stream video on weekdays than on weekends and that prime watching time is between 5pm and 8pm, just before primetime television broadcasts begin. Primetime television is considered 8pm to 11pm.

When users to stream video on the weekends, the time is slightly different, beginning at 7pm and ending at 11pm.

"'Primetime' TV viewing occurs between 8:00 and 11:00 P.M., while 'primetime' viewing of online video occurs during the preceding block of time – between 5:00 and 8:00 P.M. on weekdays," said Hunter. "Shrewd marketers will utilize a multi-channel strategy to capitalize on these adjacent 'primetime' blocks in order to maximize their marketing impact.”

Tags: online television, online video

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