8 in 10 Web Users Watch Online Video Weekly or More

August 10, 2011

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Media & Entertainment | Men | Retail & E-Commerce | Women | Youth & Gen X

f-n-magid-video-viewing-frequency-aug11.gifAbout a combined eight in 10 (78%) US internet users watch online video on a weekly basis or more, according to [pdf] a study released in July 2011 by Frank N. Magid Associates, Inc. and Metacafe. Results from “Online Video Reaches New Heights in Digital Nation 2011” indicate this figure includes 57% who watch online video weekly and 21% who watch daily.

In total, 82% of internet users watch online video, with 67% watching at least once a month and 15% less than once a month. Overall, internet users watch an average of 5.6 hours of online video per week, up 22% from 4.6 hours a week in 2010. Males 18-34 average 7.8 hours of online video per week, 39% higher than the overall average.

Online Video Viewing Grows Since ’09

magid-online-video-growth-pace-aug-2011.JPGOnline video viewing habits have grown significantly since 2009. The 21% of internet users who watch online video daily is up 75% from 12% in 2009. Meanwhile, weekly viewership is up almost 33%, from 43% to 57%.

In addition, monthly online video viewership has risen 26%, from 53% of internet users in 2009 to 67% in 2011. And the total number of those who have ever watched online video rose 22%, from 67% to 82%.

Males 18-34 Dominate Online Video Viewership

magid-online-video-demos-aug-2011.JPGIn 2011, 31% of males 18-34 viewed online video daily, up 13% from 26% in 2010. Seventy-one percent of males in this age group viewed online weekly or more. Dividing this age group into subgroups, the study finds that males 18-24 lead in both daily viewership (41%, up 46% from 28% in 2010) and weekly or more viewership (85%).

In contrast, a leading 28% of females 18-24 watch online video daily, 32% below the daily viewing rate of males 18-24; while a leading 68% of females in this age group watch online video weekly or more, 205 below the rate of males age 18-24.

Other Findings

  • 56% of online video viewers are male.
  • A leading 21% of online video viewers are 25-34, only 9% are 55-64.
  • Net growth in online video consumption by males 18-34 is expected to be 10% in the next 12 months, compared to 4% for the overall online video audience.

Pew: 7 in 10 Online Adults Share Videos

As of May 2011, 71% of online adults reported watching videos on a video sharing site such as YouTube or Vimeo, according to data from the Pew Internet & American Life Project. While there is no difference in online video watching by gender, there are several significant demographic differences in rates of video sharing site usage.

The demographic group with the single highest rate of watching online videos is adults age 18-29, with 92% ever using a video sharing site. This is almost triple the 31% of adults 65 and older who report doing so.

Meanwhile, 81% of Hispanics have used a video-sharing site, 6% more than the 76% of African-Americans and 17% more than the 69% of whites who have done so. Household income discrepancies are less significant, but adults with a household income of $75,000 or more have used video-sharing sites at a rate 14% higher than those with a household income less than $30,000 (81% compared to 71%).

Three-quarters (75%) of both college grads and those with some college have watched online video, 19% more than the 63% of high school grads who have done so. Discrepancies according to urban, suburban or rural dwelling are minimal.

About the Data:An online research panel/data collection firm conducted a nationally representative online survey of 2,482 people, ages 8 to 64, from April 15-20,2011.

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