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Online Video Decoded
By admin | March 9, 2010
More than 75% of all U.S. internet users watch online videos occasionally, with 45% watching every week and 12% watching daily.
However, the numbers don’t necessarily break down as you might expect: While naturally the digitally-savvy youth demographic, particularly males 18-to-24, make up the bulk of viewers, a whopping third of all 55-to-64 year olds are also tuning in on their computers instead of their television sets.
Perhaps even more notable is that these viewers aren’t always watching their favorite full-length network television shows. In fact, 80% of the most-popular video genres are short form. This may mean that network execs don’t have to worry about the uptick in online viewing as much as they once thought; though numbers of online viewers are indeed increasing, they’re not watching what advertisers thought they were watching.
Shorter-length videos can be equally compelling. More than a third of short-form video viewers said they thought the short form was equally or more entertaining than full-length shows. Here’s the kicker: they said the short form was equally or more entertaining than full-length shows on their televisions.
Network execs used to be concerned that their television viewers were watching the same shows online, thus losing advertising dollars from television ad buyers. Perhaps instead they ought to be concerned those short-form videos, and their accompanying ads, might actually be getting a bigger audience than the long-form shows they invest millions in.
Topics: media buying | No Comments »