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Web Video Use Exploding: Study June 30, 2007

Posted by Joanne KY Teoh in News, Trends, Web Video, YouTube.
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Magid Media Futures has released a study showing exploding use of video on the internet.

Daily use of online video rose by 56 percent over the last year. In 2006, 9 percent of 12 to 64-year-old Americans who used the Internet reported using online video daily — every day. Today, in 2007, this number has risen to 14 percent of Americans 12 to 64 years old.

Weekly usage of online video has also risen over the last year. Now, a majority of online Americans 12 to 64 are using online video once a week or more. In 2006 this number was 44 percent, and now it is 52 percent — for a growth rate of 18 percent.

Even more remarkable is the amount of online video use among young Americans. Among young adult males 18 to 24, 35 percent report using online video at least once a day, and 80 percent report watching online video at least once a week. In all age-groups, males are more regular viewers of online video. Among females 18 to 24, weekly use of online video is 53 percent (versus the 80% for males)

The types of video consumed include a wide variety of content. News stories are the most frequently viewed video on the Internet. Over a third of online Americans 12 to 64 watch online video news stories regularly.

Video content described as jokes/bloopers, weather, and movie previews are tied for second most regularly viewed video content. Closely following these are music videos and “videos shot by consumers and uploaded to Web sites like YouTube” — a more consumer- friendly way of saying “user-generated content.”

The breadth of content viewed by consumers regularly online is amazing. This is not just short clips on YouTube. Consumers are watching news stories, movie previews, clips from TV shows, and, in some cases, even full-length TV shows and movies.

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