According to a recent report released by Horowitz Associates, 61% of high-speed Internet users watch or download online video content at least once a week, while 86% do so once every month. Last year, these numbers were 45% and 71%, respectively. News, non-professional (i.e. user-generated), and movie preview/trailer videos are the most popular among viewers who consume online video content at least once a week.
With regards to television content made available online, NBC and ABC are the two networks that users mentioned the most. Sixteen percent of users who watch online videos at least once a week watched entire television shows in 2007, which is double the 8% figure from 2006.
Still, viewers prefer watching television shows on their televisions. Seventy percent of Web users who watch television content online do so because they missed an episode when it was aired on TV, while 18% say they watch these shows online to watch them a second time, and 20% indicates that they watch TV content online just because they happened to come across it or are referred to it by a friend.
Video viewing on portable devices is also on the rise. Of all Internet users, 18% watch video content on their handheld devices at least once a month, which is an 8% rise from last year.
Howard Horowitz, President of Horowitz Associates, says that “the data suggest that broadband video is not cannibalistic to linear video, but rather, an enhancement to the consumers’ “traditional” TV experience.”
Sources:
http://www.horowitzassociates.com/bcspr.html
http://www.webpronews.com/topnews/2007/12/10/online-video-viewing-continues-to-rise
Jason Hahn
e: jhahn221@gmail.com
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