Online Video: More Closely Watched All the Time

Video of all sorts is becoming a crucial part of the online experience, especially for younger people

June 28, 2010

- Mark Dolliver

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At the dawn of online time, the Internet was something you'd read. Now, increasingly, it's something you watch. Video of all sorts is becoming a crucial part of the online experience, especially for younger people. A report issued this month by Metacafe (whose Web site is devoted to professionally made video) and research/consulting firm Frank N. Magid Associates documents the rise of online video and points toward the direction its continued growth is likely to take.

Conducted last month among 8-64-year-olds, polling for the report found 50 percent of Internet users saying they watch online video at least once a week, up from 43 percent saying so last year. Thirteen percent said they watch on a daily basis; 23 percent do so several times a week. Among 18-34-year-olds, 67 percent view online video at least once a week and 20 percent watch daily. Men are more likely than women to be avid viewers of such fare, though the incidence of weekly viewing among women age 18-24 jumped 27 percent in the past year.

And there's no reason to think this phenomenon is a flash in the Internet pan. Twelve percent of respondents said they expect to spend more time in the next 12 months watching online video, vs. 7 percent expecting to spend less. Sixty-six percent think they'll spend the same amount of time doing this, and the rest aren't sure.

from AdWeek

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Comment: that 7 per cent of respondents who think they'll be watching less video in the next 12 months than they do now? They're wrong...