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Online Video Usage

The growing popularity of online video has been pretty obvious to me for a while, but now we have . That fact alone–that they felt compelled to offer an online video measuring service–should speak volumes.

But they offer the statistics and demographics of online video use, as well:

  • The number of people who watch video online grew 18% between October 2005 and March 2006.
  • In March, Americans streamed video 3.7 billion times.
  • On average, they watched 100 minutes of video each month; that compares with 85 minutes in October.
  • Men accounted for 52% of those streams and women 48%.
  • Men averaged  two hours of video viewing a month while women averaged an hour and twenty mintues.
  • Men between 18 and 24 years of age were the most voracious video viewers, averaging 140 minutes of online video viewing.
  • 16% of video consumption occurs during prime time and 22% occurs on the weekend.
  • 42% watch video from an entertainment site and about 33% watch it from a portal.
  • People spend about an hour a month watching video at work.

“Video consumption on the Web is rapidly approaching the tipping point for
advertisers,” said Peter Daboll, president
and CEO of comScore Media Metrix. “With two-thirds of consumers
accessing the Internet from home using a broadband connection, and publishers
continuing to innovate by using the latest technologies to deliver content in a
way that engages users, video consumption is poised to become a standard part of
the online experience for a majority of consumers. Advertisers will
increasingly seek opportunities to reach broad and frequently elusive markets,
and do so with a level of engagement and richness that has not previously been
available online.”

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.

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