Online Video Growth Fueled by the Young

May 8, 2008

This article is included in these additional categories:

Media & Entertainment | Men | Television | Youth & Gen X

With the ongoing growth of broadband subscriptions, and an increasing number of online viewing options, usage of online video expanded in the past year, according to consumer research from Leichtman Research Group (LRG).

In all, 31% of adults online at home report that they view video online at least weekly – compared with 25% who said so last year. Some10% of online adults now say they view video online daily.

However, increases in online video usage were primarily among younger individuals, a group that watches video online far more frequently than others:

  • Among those age 18-34, 42% report that they watch video online at home at least weekly – up from 28% last year.
  • Among those age 35 and above, 15% say they watch video online at home at least weekly – compared with 13% last year.
  • Men age 18-34 account for 40% of those who view video online on a daily basis, although they constituted just 17% of online subscribers in the sample.

Those findings are based on a survey of 1,250 households nationwide and are part of an LRG study, Emerging Video Services II.

Other key findings:

  • 9% of those who watch video online strongly agree that they now watch TV less often.
  • 52% of online video users typically spend 10 minutes or less when they view online video at home.
  • 9% of those online had watched a recent episode of a TV show online in the previous week.
  • Among those online, just 4% strongly agree that they would consider disconnecting their TV service to only watch video online.

“Online video is emerging as a medium unto itself – not necessarily a replication of, or an alternative to, traditional TV viewing,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc.
?
About the study: Emerging Video Services II is LRG’s second annual nationwide study investigating non-TV-based video services (including online, iPods/portable media players, and mobile phones) in order to get an accurate picture of where these markets currently stand, and the near-term potential for these emerging video services. The study is based on a telephone survey of 1,250 adults age 18+ from throughout the continental US in households that have a TV set. The survey was conducted December 2007-January 2008. The random sample of respondents was distributed to best reflect the demographic and geographic make-up of the US.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This