Thanks to the surge of broadband internet access and other new wireless high-speed options, Americans love their streaming video, making the web their own personal time-shifted TiVo.
YouTube was last year's major success story, leading to mainstream media content owners, Network TV broadcasters and even video rental agents like Blockbluster and Netflix to make more of their content available online.
The public is quickly embracing streaming video...and wants more of it. Online video now blurs the mainstream/new media divide. Americans love their TV and online video is quickly becoming a mainstream way to consume it, even if Google says the Internet isn't TV.
According to the latest reported update in a biannual digital video study from Ipsos Insight:
"At the end of 2006, nearly six of ten Americans (58 percent) age 12 or older with internet access had streamed some form of video content online, according to findings released by Ipsos Insight from MOTION - its biannual digital video study.What kind of online video is most-preferred? No surprise here. Among the various types of video streams offered online, shorter video clips, such as those on video-sharing sites like YouTube, are by far the most preferred.
In other words, 44 percent of the U.S. population age 12 or older - some 100 million people - have streamed digital video online.
Moreover, over one in four Americans (28 percent) age 12+ have downloaded a digital video file, with a significant amount of overlap between the two types of digital video.
Among those that stream video online, teens and young adults are the most likely to do so: three in four of all teens age 12-17 and young adults age 18-24 in the U.S. have streamed digital video content online. Moreover, they are more likely to have higher incomes and be highly educated, even more so than others with internet access.
This highly coveted demographic appears to be watching digital video more and more on PCs or portable devices. Teens and young adults, on average, have stored 20 percent of their entire video library either digitally (on a hard drive) and/or have burned it onto DVDs."
Three-quarters of all digital video streamers have streamed short news or sports clips; two-thirds have streamed amateur or homemade video clips. Roughly 40 percent of those who have streamed or downloaded video content have accessed YouTube.
What does this mean? As written on the Jointblog last month, content may be king...but it's distribution that really matters.
Make it easy, make it simple, make it fast. Video usage may soon be broken into two categories: short-form video for online streaming (music videos, perhaps commercials?); and long-form video for broadcast and/or DVD viewing (movies, TV shows, etc.).
This Ipsos Insight study pairs up nicely with a new video brand building study from Millward Brown which says video ads are great for brand recall.
The evolution of video continues to be a major media trend to watch, which puts the whole Google/YouTube/Viacom distribution battle center-stage.
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posted by Chris Kennedy @ Wednesday, April 04, 2007,