Who's Watching Online Video, and What They're Watching
Mike Vorhaus on Digital Communications
Online-video viewing has really reached critical mass, as more than 75% of all U.S. internet users watch online videos at least every now and then; almost 45% are watching every week and 12% view them daily.
|Photo: Stephanie Diani|
|Mike Vorhaus is president of Magid Advisors for Frank N. Magid Associates and can be found on Twitter.|
But it's not just about who is watching -- it's also what they're watching. We did a study for Metacafe and found that the top 10 types of online video, according to consumers, range from user-generated videos, to news, weather, movie clips, etc. What's notable is that eight of the top 10 most-popular video genres are short form.
It turns out the small screen and shorter length can be just as compelling. More than a third (37%) of short-form video viewers find that content equally or more entertaining than full-length shows on their TV set. And while 9% of online-video viewers say they watch more TV live on their TV set due to watching online video, 20% say they are watching less live TV on their set due to online video viewing.