Survey Results from MA-Based Company Show 7-in-10 Web Users Watch Online Videos Every Week
Posted by erik devaneyTraditional TV programming may soon become a thing of the past.
According to new survey results from Burlington, Massachusetts-based Burst Media, 71.6 percent of online adults in the U.S. tune in for online video content during a typical week. In addition, 39 percent of those viewers spend between one and five hours each week watching that online video content.
The 1,025 survey participants, whom Burst Media reached out to in early October, were all aged 18 or older. The survey found that men between the ages of 18 and 34 were the heaviest consumers of online video content, with 19.7 percent of that demographic watching 10 or more hours each week.
Nearly 40 percent of online video viewers watch movies, full-length television shows, and/or sporting events online, which takes away from the time those web users spend watching programming on TV.
However, user-generated content is still the biggest draw for online video-watchers, as nearly 50 percent of viewers admitted they turn to YouTube and other sources of user-generated videos on a regular basis.
“Web publishers seeking to attract larger audiences and increase dwell time could benefit from incorporating video content into their sites, whether it’s produced in-house or brought to the site via online video syndication services,” said Burst Media Marketing Director Mark Kaefer.
Kaefer continued, “…online video advertising is an effective way for brand marketers to align their messaging with content that draws highly-engaged, targeted audiences at scale.”
When it comes to the most popular genre of online video content, Burst Media’s survey found that comedy takes the top spot with 38.8 percent of viewership. Humorous user-generated viral videos are likely significant contributors to this recent finding, as some videos – like the popular “David After Dentist” – have garnered millions upon millions of views.
After comedy, news is the second most popular genre of online video (33.3 percent), followed by music (31.2 percent).
It’s worth noting, however, that there are some significant differences between the genres that men and women typically watch online. As examples, men are more likely than women to watch sports (31.2 percent vs. 8.2 percent) and cartoons (22.0 percent vs. 11.3 percent), while women are more likely than men to watch educational videos (31.2 percent vs. 24.5 percent) and drama (24.7 percent vs. 13.9 percent).
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Posted by erik devaney
on Nov 2 2011. Filed under Technology.
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