YouTubers Watch Less Television
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Almost one in three of frequent YouTube users say they are watching less TV as a result of the time they spend there. However, 73% of frequent YouTube users say they would visit the site less if it started including short video ads before every clip. 42% of online U.S. adults say they have watched a video at YouTube, and 14% say they visit the site frequently, according to Harris Interactive.
Of all frequent YouTube users:
* 66% claim they are sacrificing other activities when on YouTube
* 36% say their visits to the site are most likely to have been at the expense of visiting other websites
* 32% say their time spent watching TV is next most likely to have taken a hit
* 20% think that YouTube also pre-empts email and other online social networking
* 19% defer work/homework
* 15% aren’t playing video games
* 12% are not watching DVD(s) and not spending time with friends and family in person
YouTube usage is greatest among the group already hardest to reach through television advertising: young males. 76% of 18 to 24 year old males say they have watched a video at YouTube, and 41% visit YouTube frequently.
In the last year, TV networks have successfully experimented with airing of TV episodes with commercials on their websites. Nearly as many online adults (41%) say they have watched a video at a TV network website as they have at YouTube (42%). It seems like TV networks can get away with advertising more easily. Nearly three-quarters of adults who frequently visit YouTube say they would visit it a lot (31%) or a little (42%) less often if a short commercials before every clip were included.
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