9 Out Of 10 Watching Videos Online

Dec 6th, 2007 | By | Category: Internet TV, Podcasting Research, Podcasting Statistics

Cyber TV woman

Need to convince your company to get into video podcasting, an advertiser to experiment with Internet video ads, or just a reason to get vlogging?

Here’s a reason: everybody is doing it.

Horowitz Associates’ Broadband Content and Services 2007 report offers an up-to-date set of stats on the use of broadband video among adult Internet users.

Here are some of the highlights:

  • Six out of ten (61%) high speed Internet users watch/download online video content at least once a week;
  • Nearly 9 out of 10 (86%) high speed Internet users watch/download online video content at least once a month; and
  • News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows;
  • Weekly viewing of full episodes of television shows doubled from last year;
  • Television is still the preferred platform for traditional TV content. The vast majority (70%) of Internet users who watch TV online say do so because they missed the episode on TV.
  • One out of ten (13%) Internet users who watch TV shows online say they watch them directly online, and not on regular TV.
  • Over one quarter (27%) of Internet users have a cell, iPod/MP3 player, or PDA with video capability, and an additional 23% do not have this capability but are interested in getting it.
  • Among those with video-enabled handheld devices, one-third (35%) watch video on their devices at least weekly and 62% do so at least monthly, translating to eighteen percent (18%) of Internet users overall who watch video content on a handheld device at least monthly. This figure is up from 8% just one year ago.

“There is a dynamic relationship between broadband access, broadband content and broadband consumption” notes Howard Horowitz, President of Horowitz Associates, Inc.

“More and better broadband content— particularly entertainment content in video form— is bringing more consumers to the platform, either on their computers or on their handheld devices. This, in turn, creates an even greater demand for— and expectations regarding— broadband video. Importantly, the data suggest that broadband video is not cannibalistic to linear video, but rather, an enhancement to the consumers’ “traditional” TV experience.”

Image: Borabora

Leave a Reply