|Photo: Stephanie Diani|
|Mike Vorhaus is senior VP-managing director of new media and strategy for Frank N. Magid Associates.|
Not surprisingly, as content gets longer, consumers gravitate toward the TV. For content 30 minutes and longer, about 60% of respondents prefer the TV set. But there are still numerous consumers who prefer long-form content on the PC: 3% prefer it for 60-minute-plus videos and 7% for 30-minute-plus. Those numbers rise to 8% and 15% when 18- to 24-year-olds are asked their preferences.
Perhaps most interestingly, many consumers have no preference. Almost 20% of consumers say they are just as willing to watch long-form content on the PC as they are on TV.