MaxxoMedia Digital Media and Entertainment Trends

According to the Pew Internet & American Life Project, 48% of internet users have been to video-sharing sites such as YouTube, and the daily traffic to such sites on a typical day has doubled in the past year. The basic findings in a national phone survey show:

• In December 2006, 33% of internet users said they had ever visited such sites. That represents growth of more than 45% year-to-year.
• 15% of respondents said they had used a video-sharing site the day before they were contacted for the survey. A year ago, only 8% had visited such a site the previous day.

Though YouTube usage generally increased in 2007, according to Harris Interactive, reports eMarketer, a solid majority of YouTube users surveyed said they had visited only once or a few times.David Hallerman, senior analyst at eMarketer, concluded “The fact that younger Internet users are far more likely to be regular visitors to video-sharing sites points to a fork in the road… marketers looking to target the under-30 demographic can more reliably find them on these video sites… (while) TV broadcast and cable networks… (can) bulk up their online offerings…”

View PDF of report here.