NEW YORK, NY (February 28, 2008)–eMarketer projects that nearly 80% of US Internet users will watch online video at least once a month in 2008. A great indicator that online video has hit a mainstream audience is that 52.5% of all Americans or 154 million people will watch online video in 2008.
That’s a 12.1% gain over 2007, but represents a slower increase, as more Internet users become online video viewers. By 2012, there will be an estimated 190 million video viewers, which will be a mere 3.8% change compared with the prior year.
The majority of video consumed online today are clips rather full TV episodes or full-length movies. The most popular online video content, watched by more than 40% of the US online video audience, are clips of five minutes or less. They consist of news, jokes, movie trailers, music videos and TV shows.
With about four out of five US Internet users watching online video at least once a month, the potential Internet TV audience is both large and ready for more content. US surveys show that people prefer to watch professional programming and will increasingly open doors for TV networks’ content online.
As the TV networks and studios put more of their offerings on the Web, viewers will gravitate toward the myriad of choices available The influential Silicon Alley Insider blog in September 2007 noted “the companies in the best position to benefit from the boom in online video are those with enormous scale, minimal production costs and business models built around something other than storing and streaming video.”
eMarketer agrees. “From the video provider’s perspective, online video is not scalable, which means that the more people viewing video at a Web site, the more it costs that site to serve video and/or the slower the video gets served,” says David Hallerman, eMarketer senior analyst, who authored the report, “Online Video Content: The New TV Audience.”
The big traditional companies are in the best position to show video online and as viewers demand full-length TV shows and clips, firms that already produce countless hours of video content, such as movie studios, are best positioned to fill the need.
To speak to David Hallerman, senior analyst, about his ongoing analysis of the online market, reach out to eMarketer media contacts listed below.
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