Identifying The Audience of Online Videos
From Kenradio.com
Young adults (those ages 18-29) with internet access are the most voracious video viewers. Three in four wired young adults (76%) report online consumption of video, compared with 57% of internet users between ages 30-49. Less than half (46%) of internet users ages 50-64 watch or download video and just 39% of those age 65 and older do so, according to a new study by Pew Internet & American Life Project. On a typical day, young adults’ video consumption also outpaces that of older users. Roughly one in three (31%) internet users ages 18-29 said they watched or downloaded some type of video on the day prior to our survey. Just 18% of users ages 30-49, 12% of those 50-64 and 10% of those age 65 and older watch or download any type of video on the average day. Three in five online video consumers (59%) say they watch at home, while 24% report at-work viewing. One in five (22%) say they watch online video from someplace other than home or work. When asked if they happened to watch online from these various locations “yesterday,” 19% reported at-home viewing, 6% reported at-work viewing and just 3% said they watched online video someplace other than home or work the day before. Overall, 27% of online video consumers say they watch or download video from YouTube, and of those who watch or download videos from more than one location, 29% say YouTube is the place where they view online video most often. Young adults are almost twice as likely to point to YouTube as a source for online video; 49% of video viewers ages 18-29 say they watch YouTube videos. MySpace garners a much smaller slice of the young adult audience (15% of viewers), but one that is still considerably larger than the segment who use cable and network TV sites (7%) or news websites (6%) as sources for video.
Male viewers are more likely than female viewers to use YouTube (31% vs. 22%), but otherwise, men and women generally report the same levels of usage across every source they were asked about. Frequent viewers of online video also have a greater tendency to use YouTube; 39% of video viewers who say they watched an online video “yesterday” are users of YouTube compared with just 21% of viewers who did not watch “yesterday.”
News outlets were among the first big investors in the online video realm and their early-mover advantage shows. News video is the most-watched genre of video, with 37% of adult internet users reporting some type of viewing or downloading, and 10% saying they watch news videos on a typical day. Aside from the plethora of news content posted on video sharing sites like YouTube and Google Video, news-related video can now be found on virtually any website associated with major network TV news channels, cable TV news, and on most mainstream newspaper websites. Additionally, blogs, video podcasts, personal websites and social networking websites also feature news-related video.
News content captures the attention of users across all generations, and is the most popular genre with every age group except for those ages 18-29. For young adults, comedy is a bigger draw, with 56% of internet users ages 18-29 saying they watch humorous videos, compared with 43% who say they watch news videos. However, on a typical day, young adult internet users are equally as likely to view news and comedy; 15% of those 18-29 report viewing in both categories on the average day. Indeed, much of the content viewed by young adults, such as clips from The Daily Show or The Colbert Report blurs the line between news and comedy. News video viewing is more prevalent among men than it is among women; 42% of online men report news video consumption, versus 32% of online women. In addition, men are twice as likely as women to watch or download news video on a typical day—14% of online men report this, compared with 7% of online women.
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