The number of online video viewers will grow by more than two-thirds to 941 million in 2013, from 563 million in 2008, according to ABI Research.
The 2013 estimate represents just over one-half of the 1.8 billion consumers expected to use the Internet that year.
Although online video viewing is growing among Internet users worldwide, viewing varies greatly from country to country. More than three-quarters of consumers in Australia, Germany, India, Japan, the UK and the US surveyed in Q3 2008 by IBM Global Business Services said they watched video on their PCs—outpacing viewership for the world as a whole.
Online video viewing has increased dramatically during the past year alone. A look back at online video viewing in a wide range of countries from a study conducted in 2007 revealed relatively low usage.
That study, by the USC Annenberg School Center for the Digital Future and the World Internet Project, was not made public until November 2008. It is surprising to note that back in 2007, a majority of Internet users in eight out of the 13 countries surveyed (including the US) said they never downloaded or watched online video.
With the medium growing so quickly, and varying by country, marketers should not make any assumptions about a given nation’s online video viewing habits based on global averages. As always, the key is to know your market.
Agencies and brands from all verticals rely on eMarketer Total Access for analysis and data. Daily articles are just the tip of the iceberg. Find out what you are missing. Learn more about Total Access today.