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Nearly two-thirds (65%) of “web influencers” at media outlets with an online presence say their organizations use video in online coverage of news stories, and 77% believe the use of online video will increase over time, according to a survey by D S Simon Productions.

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The “2008 Web Influencers Internet Media Tour Survey” found that – not surprisingly – TV stations (79%) were most likely to use video. Web-only media and bloggers (70%) were second most likely to use video. More than half of all newspapers and magazines are also using video on their sites.

“Web Media” is the most open to using video from outside sources (81%). Radio stations (69%) were next, followed by print outlets (52%) and television stations (45%).

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Other survey findings:

  • Nearly half (45%) of TV stations use outside video for their websites; while two-thirds (67%) of radio stations, newspapers, magazines and bloggers use it.
  • Almost 60% of TV stations use video to cover stories online that don’t air on the news.
  • 89% of TV-station sites using outside video content use B-roll.
  • 86% of radio station sites using outside video content use sound bites.
  • More than two-thirds of TV stations (68%) prefer to receive content by satellite, tape, or DVD, while websites of radio stations (88%), newspapers and magazines (89%) and “Web Media” (89%) overwhelmingly want content digitally through an FTP site, download, data disc, or embed code.

“Web Influencers are now the mainstream media. So we sought to find differences in the use of video among sites affiliated with TV stations, radio stations, newspapers, magazines, as well as blogs,” says CEO Douglas Simon. “We need to understand the content needs of these Web Influencers if we hope to communicate successfully in the online world.”

About the survey: The survey gathered responses from 200 respondents at top media outlets such as USA Today, Entertainment Weekly, network affiliate TV stations in the top 10 media markets, New York’s WINS-AM, major media websites and one-person “mommy-blogging” sites. The individual respondents were guaranteed anonymity.

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