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BizReport : Research archives : June 15, 2009

Nielsen: Older consumers like longer video clips

New research out from Nielsen Online could change the way marketers and content providers distribute video to consumers. According to the report older consumers like longer video content. Prior reports have shown that shorter content is the preferred type, but with this report marketers could begin targeting videos not only according to subject but according to length.

by Kristina Knight

Although shorter form content is still tops amongst all viewers, full length television episodes and other longer forms of content are quickly catching on. In April, for example, Hulu jumped to a second place ranking behind YouTube with a 3% share of streams. YouTube, however, still remains firmly entrenched in the top slot with a 58% share of streams.

Jon Gibs, vice president of media and analytics at Nielsen Online said, "Hulu, Veoh and the television networks [have tried] to convince consumers that that Internet can be a good place to watch full length programming. April's [numbers suggest] that consumers are beginning to listen."

According to the April report consumers between 35 and 49 years of age are most likely to watch full length programming, with men slightly more likely to watch online (19% increase vs. 12% increase for women) than women. 30% of viewers on Hulu are adults between the ages of 35 and 49.

Tags: Nielsen Online, online video, video advertising, video length

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