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Video Content:
Harnessing a Mass Audience
A few years ago, video was taking baby steps online. Content owners were unsure how to—or if they would even be able to—monetize their digital assets. Today, a huge video market is developing, with the US audience expected to grow to 190 million people by 2012, 88% of the Internet user population.
The Video Content report examines the forces driving content owners, marketers, publishers, ISPs and consumers to migrate viewing from TV screens to computer, smartphone and PDA screens.
The future of the video industry depends largely on how stakeholders navigate technical challenges, infrastructure upgrades, the migration to mobile, and ongoing consumer resistance to ads and payments.
Complex questions remain.
Will the industry continue its upward trajectory in terms of audience sizes, levels of engagement and revenues—or not?
Key questions the “Video Content” report answers:
- How will the online video audience grow in the next five years?
- What are the monetization mechanisms for video—and how will they evolve?
- What factors will contribute to the continued viability of the medium?
- What impact did online video have on the 2008 presidential election and the Beijing Olympic Games?
- How will demographic trends affect the development of online video?
- How does mobile fit into the video picture?
- And many others…
eMarketer Reports—On Target and Up to Date
The Video Content report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
To download the report to your desktop—click Add to Cart:
A few years ago, video was taking baby steps online. Content owners were unsure how to—or if they would even be able to—monetize their digital assets. Today, a huge video market is developing, with the US audience expected to grow to 190 million people by 2012, 88% of the Internet user population.
Executive Summary
 US Online Video Viewers* and Online Video Advertising Viewers**, 2007-2012 (millions and % of Internet users)
Key Questions
The eMarketer View
The Online Video Content Mix
Types of Online Video Content Viewed by US Active* Online Video Viewers, August 2008 (% of respondents)
Types of Online Video Watched Regularly by US Online Video Viewers, March-April 2008 (% of respondents)
Top 10 Online Video Content Preferences of US Male Internet Users Ages 18-34, Q2 2008
Leading Types of Online Video Content Viewed by US Cable* or Satellite TV Subscribers Who Watch Online TV, 2008 (% of respondents)
Types of Online Video Content Watched by US Adult Internet Users, February 2008 (% of respondents)
Types of Online Video Content that US Online Video Viewers Watch Monthly or More Frequently, 2007 (% of viewers)
Monetizing Online Video
US Online Video Revenues, by Segment, 2007-2012 (millions)
US Consumer Spending on Movies and Video, by Format, 2008 (% of total)
Attitudes Toward In-Video Ads Among US Active* Online Video Viewers, by Segment, August 2008 (% of respondents)
US Online Streaming Video Advertising Revenues, by Video Type, 2008 & 2013 (% of total)
Top Online Video Sites
Top 10 Online Video Site Properties Among US Internet Users, Ranked by Unique Viewers, July 2008 (millions and average videos per viewer)
Top 10 Online Video Properties Among US Internet Users, Ranked by Videos Viewed, July 2008 (millions and % of total)
Top 10 US Web Brands, Ranked by Total Video Streams, July 2008 (thousands)
Online Video Sites Visited Regularly by US Online Video Viewers, March-April 2008 (% of respondents)
Top 20 Online Video Properties Among US Internet Users, Ranked by Video Viewing Visits, August 2007 & August 2008 (% share)
Top 10 Online Video/Multimedia Websites, Ranked by Market Share of Visits, August 2008
Top Five US Independent Online Video Sites, Ranked by Market Share of Visits, March 2007 & March 2008
Websites Used to Watch TV Online Among US Online Households*, Q3 2008 (% of respondents)
The Online Video Audience
Audience Metrics
US Online Video Viewers* and Online Video Advertising Viewers**, 2007-2012 (millions and % of Internet users)
US Unique Users of TV, Internet and Mobile Video, May 2007 & May 2008 (thousands)
Online Video Site Usage in Select Countries in North America and Western Europe, December 2007
Online Activities of US Internet Users, by Access Technology, April-May 2008 (% of respondents)
US Online Video Viewers, 2003-2008 (% of respondents)
US Online Households Who Have Watched Video Streamed Through a Browser, 2007 & 2008 (% of respondents)
Internet Users Who Watch Online Video in Select Countries Worldwide, 2006-2008 (% of respondents)
Demographics
US Unique Viewers of TV, Online and Mobile Video, by Gender, May 2008 (% of total)
Demographic Profile of US Online Video Streamers, by Segment, June 2008 (% of respondents)
US Online Video Streamers and Internet Users, by Age and Gender, June 2008 (% of respondents)
Demographic Profile of US Active* Online Video Viewers, by Segment, August 2008 (% of respondents)
US Unique Viewers of TV, Online and Mobile Video, by Age, May 2008 (% of total)
Demographic Profile of US Live vs. Online Primetime Network TV Content Viewers, Fall 2007 & Spring 2008 (% of each group)
Usage Trends
Average Amount of Time per Day that US Consumers Spend with Video-Based Entertainment*, 1996 & 2008 (hours)
Social Activities of US Active* Online Video Viewers During Their Most Recent Online Video Site Visit, August 2008 (% of respondents)
TV vs. Online
US Online Primetime Major Network TV Content Viewing, by Type, Fall 2007 & Spring 2008 (% of total)
Average CPMs for US Primetime TV Shows, 2008
Average Monthly Time Spent by US Unique Users of TV, Internet and Mobile Video, May 2007 & May 2008 (hrs:mins)
Usage of Official TV Program Websites Among US Internet Users, by Generation, 2008 (% of respondents in each group)
US TV Viewers Who Watch Full Episodes of TV Shows Online, 2006-2010 (% of total)
Online Video Technology Overview
Monthly Consumer Internet Online Video Traffic via PC and TV* Worldwide, by Region, 2006-2012 (petabytes)
US Online Video Viewing, by Delivery Platform, 2008 & 2013
US Consumers' Attitudes Regarding ISPs Capping or Metering Internet Bandwidth Usage, August 2008 (% of respondents)
Online Video in B2B, B2C and E-Commerce Applications
Social Media Technologies Used Successfully by US Companies, July 2008 (% of respondents)
Emerging Technology Priorities this Year Among US Online Retailers, by Business Model, August 2008 (% of respondents in each group)
US Online Retailers that Have Added Video to E-Commerce Site, August 2008 (% of respondents)
US Online Retailers that Allow Customers to Upload Own Videos* on E-Commerce Site, August 2008 (% of respondents)
Mobile Video
US Mobile Content Users and Penetration, by Category, Q2 2008 (thousands and % of total mobile subscribers)
Mobile Photo and Video Activities of US Teen and Total Mobile Phone Users, June 2008 (% of respondents)
Conclusion
Endnotes
091989
Types of Online Video Content that US Online Video Viewers Watch Monthly or More Frequently, 2007 (% of viewers)
098735 | 098732
Attitudes Toward In-Video Ads Among US Active* Online Video Viewers, by Segment, August 2008 (% of respondents)
Demographic Profile of US Active* Online Video Viewers, by Segment, August 2008 (% of respondents)
095948
Monthly Consumer Internet Online Video Traffic via PC and TV* Worldwide, by Region, 2006-2012 (petabytes)
Related Information and Links
Related Links
Contact
Report Contributors
A few years ago, video was taking baby steps online. Content owners were unsure how to—or if they would even be able to—monetize their digital assets. Today, a huge video market is developing, with the US audience expected to grow to 190 million people by 2012, 88% of the Internet user population.
ABI Research
Arbitron
Awareness
Break Media
Cable & Telecommunications Association for Marketing (CTAM)
Cisco Systems
Compete
comScore Inc.
comScore M:Metrics
Convergence Consulting Group Ltd.
Edison Research
eMarketer
Equation Research
Experian Hitwise
Forrester Consulting
Forrester Research
Frank N. Magid Associates
Hall & Partners
Harris Interactive
Integrated Media Measurement, Inc. (IMMI)
International Data Corporation (IDC)
Internet Retailer
Knowledge Networks/Statistical Research, Inc. (KN/SRI)
Nielsen Media Research
Nielsen Mobile
Nielsen Online
Pew Internet & American Life Project
Solutions Research Group
Strategy Analytics
The Conference Board
The Diffusion Group (TDG)
The Nielsen Company
The NPD Group
TNS
Universal McCann
Veoh Networks, Inc.
Vovici Corporation
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Price: $695.00
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Price: $695.00
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