Online video consumption is growing rapidly among adult broadband internet users – most now watch video weekly – according to aÂ recently released report, “Broadband Content and Services 2007,” from Horowitz Associates (via Micro Persuasion).
Six out of ten (61%) high-speed internet users watch or download online video content at least once a week, and 86% do so monthly, compared with the respectively 45% and 71% who reported doing so in 2006.
News and user-generated/non-professional content are the genres reported viewed most often, followed by movie previews/trailers, music videos, and previews/segments of TV shows:
- Weekly viewing of full episodes of television shows doubled from last year, with 16% of high-speed internet users now watching TV online on a weekly basis.
- Some 36% watch news video at least weekly, up from 22% in 2006.
- Non-professional videos are watched by 30% in 2007 – double the 15% in 2006.
NBC and ABC are the networks that internet users mention most frequently for watching online TV content, with Grey’s Anatomy the most-mentioned TV program viewed online.
While consumption of broadband video has grown, the study shows that television is still the preferred platform for traditional TV content:
- Some 13% of internet users who watch TV shows online say they watch them directly online, and not on regular TV.
- The vast majority (70%) of internet users who watch TV online say do so because they missed the episode on TV.
- About two out of ten (18%) of these respondents say they watch TV shows online to watch them a second time (after having watched them on TV).
- 20% say they watch TV shows online just when they happen to find them or when someone else tells them about the shows.
Video on Portable Devices
Penetration of video-enabled handheld devices is also on the rise – and along with it the viewing of video content on those devices:
- Over one quarter (27%) of internet users have a cell phone, iPod/MP3 player, or PDA with video capability, and an additional 23% do not have this capability but are interested in getting it.
- Among those with video-enabled handheld devices, one-third (35%) watch video on their devices at least weekly and 62% do so at least monthly.
- That translates to 18% of internet users overall who watch video content on a handheld device at least monthly – up from 8% just one year ago.
“More and better broadband content – particularly entertainment content in video form – is bringing more consumers to the platform, either on their computers or on their handheld devices,” said Howard Horowitz, president of Horowitz Associates, Inc. “This, in turn, creates an even greater demand for – and expectations regarding – broadband video.”
“Importantly, the data suggest that broadband video is not cannibalistic to linear video, but rather an enhancement to the consumers’ ‘traditional’ TV experience,” he added.
About the study: “Broadband Content and Services” (see prospectus [pdf]) examines current levels of subscription, attitudes toward, and satisfaction with dial-up and high speed internet services, including cable modem, DSL, Verizon FiOS Internet, and wireless unternet services, as well as internet usage for information, communications and entertainment. Also covered is penetration of video-capable and internet-capable handheld devices, and viewing of video content and internet usage on handheld devices.