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Internet Video Audience
No matter how you measure it, more people are watching more online video more frequently than ever before. And yet rapidly increasing audience size and interest have not translated into a large advertising market. The question is: Will it ever?
Attention: Advertising Agencies, Marketers, Television and Cable Executives, Film, Video and Music Producers, Newscasters and Movie Distributors.
The Internet Video Audience report analyzes not only who's watching video content online, but also what they watch and how they watch it.
After virtually controlling video viewing, content and timing for half a century, advertisers are facing a new virtual reality. As A. G. Lafley, CEO of Procter & Gamble, told the Association of National Advertisers conference in October 2006, marketers must "begin to let go."
Viewers are taking control of their media-consumption. Sometimes that means ad skipping with DVRs. Other times viewing consumer-generated video on the Internet. Sometimes watching clips of TV shows online — all at their leisure and not a network's schedule.
Key questions the "Internet Video Audience" report answers:
- How many people watch Internet video? And how much do they watch?
- What are the demographics of the audience, such as age, gender, and household income?
- What do people like about online video? What do they dislike?
- Can Internet video ads be as effective, or even more so, than TV commercials?
- How, where and when do people watch video online?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Internet Video Audience report aggregates the latest data from leading marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decision — right when you need to.
To download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
No matter how you measure it, more people are watching more online video more frequently than ever before. And yet rapidly increasing audience size and interest have not translated into a large advertising market. The question is: Will it ever?
Executive Summary
 US Online Video Viewers, 2003-2010 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Internet Video Audience
Audience Size
US Online Video Viewers* As a Percent of Broadband Users, Total Internet Users and Total Population, 2003-2010
US Online Video Viewers, by Internet Access Technology, July-August 2006 (% of respondents)
Frequency with which US Internet Users Have Viewed Video Online, January 2006 (% of respondents)
US Online Video Viewers, Broadband Users, Total Internet Users and Total Population, 2003-2010 (millions)
US Online Video Viewers, Broadband Users and Total Internet Users, 2003-2010 (% increase vs. prior year)
US Internet Users Online Video Viewing Frequency Compared with Last Year, July-August 2006 (% of respondents)
Average Number of Video Streams Delivered per Month in the US, 2005-2011 (billions)
Average Weekly Internet Usage (excluding E-Mail) of US Online Video Viewers, July-August 2006 (% of respondents)
Audience Demographics
Demographic Profile of US Online Video Viewers, February 2006 (% of respondents)
Demographic Profile of US At-Home and At-Work Internet Users Who Visit Movie and Video Websites, June 2006 (thousands of unique users and % of total audience)
US Online Video Viewers, by Gender, March 2006 (% of viewers)
Household Income of US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
Demographic Profile of US Online Video Viewers*, January 2006 (% of respondents)
US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
US Internet Users Who Download Videos, by Age, 2004 & 2005 (% of respondents in each group)
Average Age of US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006
Demographic Profile of US Adults Who Have Downloaded a TV Show, June 2005 & June 2006 (% of respondents)
Video vs. Other Online Activities
Online Activities* of US Broadband Users, 2006 (% of respondents)
Regular Online Activities of US Broadband Users, 2006 (% of respondents)
Online Activities of US Internet Users, December 2005 (% of respondents)
10 Most Common Online Activities of US Heavy* Internet Users, April 2006 (% of respondents)
Type of Websites Visited by US Employees While at Work, March 2006 (% of respondents)
Select Online Activities of US Teen Internet Users, 2006 (% of respondents)
Digital Media Activities of US Internet Users Ages 13+, Q3 2006 (% of respondents)
Frequent Online Activities of US Teen Internet Users, 2006 (% of respondents)
Select Internet Activities of Online US College Students, June 2006 (% of respondents)
Frequency with which US Adult Internet Users Upload Videos to the Web, June-July 2006 (% of respondents)
Time Until US Experienced Online Video Advertising Buyers Are Likely to Regularly Use Online Video Advertising Features, June 2006 (% of respondents)
How US Online Video Viewers Find New Online Videos, February 2006 (% of respondents)
Methods Used by US Online Video Viewers to Discover Online Videos, July-August 2006 (% of respondents)
What People Think (Advertising and Content)
US Adult Internet Users Who Have Watched an Online Video Advertisement for a Product or Service, by Gender and Internet Access Technology, March 2006 (% of respondents in each group)
US Online Video Viewers' Response to Seeing an Online Video Advertisement, February 2006 (% of respondents)
Attitudes of US Adult Internet Users toward Online Advertising Campaigns, by Gender, March 2006 (% of respondents in each group)
Attitudes of Internet Users in Europe and the US toward Online Advertising, by Format, April-May 2006 (% of respondents)
Type of YouTube Revenue Model that US Internet Users Would Tolerate, October 2006 (% of respondents)
Appropriate Media for Advertising according to US Teens, February 2006 (% of respondents)
Aspects of Watching Online Videos that US Online Video Viewers Enjoy, July-August 2006 (% of respondents)
Aspects of Watching Online Videos that US Online Video Viewers Do Not Enjoy, July-August 2006 (% of respondents)
Frequency with which US Online Video Viewers Let Others Know about the Online Videos They Have Watched or Heard about, February 2006 (% of respondents)
How US Online Video Viewers Share Online Videos They Have Watched or Heard About, February 2006 (% of respondents)
Preference for Free Online Video with Ads vs. Paid Online Video without Ads among US Online Video Viewers, July-August 2006 (% of respondents)
US Consumers' Preference for Free Online Video with TV-Like Commercials vs. Paid Online Video with No Commercials, 2005 (% of respondents)
US Online Video Viewers Who Have Ever Paid to Watch Any Type of Video Online, July-August 2006 (% of respondents)
Methods US Online Video Viewers Have Used to Access Online Videos*, by Frequency of Viewing, February 2006 (% of respondents)
Where People Watch (Traffic and Usage)
Share of Visits to Select Video Websites in the US, June-November 2006* (% of all Internet visits)
Share of US Unique Visitors to Select Online Video Sites, March-August 2006 (% of active Internet users*)
US Unique Visitors to Select Online Video Sites, August 2006 (% of total Internet unique visitors)
US Unique Visitors to Select Online Video Sites, March-August 2006 (thousands)
US Unique Visitors to Select Online Video Sites, August 2006 (thousands)
Top 10 Online Video Properties among US Internet Users, July 2006 (thousands of unique streamers, millions of streams initiated and streams per streamer)
Share of Top 20 Websites Visited Downstream* from Select Video Websites in the US, October 2006 (% of total downstream visits)
What People Watch (Content and Frequency)
Type of Online Video Content that Appeals to US Online Video Viewers, February 2006 (% of respondents)
Types of Online Videos Watched or Downloaded by US Online Video Viewers, July-August 2006 (% of respondents)
Types of Online Video Watched "Frequently" or "Occasionally" by US Internet Users, February 2006 (% of respondents)
Types of Online Video that US Online Video Viewers Watch Once a Week or More Frequently, February 2006 (% of respondents)
Average Length and US Internet User Play Time for Online Video Content on PodZinger Demo Websites, September 2006
Share of Online Videos Available on PodZinger Demo Websites Watched by US Internet Users and Average Play Time, by Category, September 2006
Types of Online Videos Watched by US At-Work Online Video Viewers, February 2006 (% of respondents)
Video Watching Frequency among US Online Video Viewers, July-August 2006 (% of respondents)
Frequency with which US Internet Users View Online Videos, February 2006 (% of respondents)
Frequency with which US Adult Internet Users Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
Share of US Unique Visitors to Select Video Websites, by Frequency Type, September 2006
Share of US Visits to Select Video Websites, by Frequency Type, September 2006
Average Session Time at Select Video Websites in the US, June-November 2006* (mins:secs)
Growth in Average Session Time at Select Video Websites in the US, June-November 2006* (% increase/decrease vs. prior month)
How People Watch (Locations and Devices)
Most Common Viewing Locations among US Online Video Viewers*, July-August 2006 (% of respondents)
Viewing Locations among US Online Video Viewers, by Location and Frequency, February 2006 (% of respondents)
Number of Websites Used by US Online Video Viewers to View Online Videos, by Frequency, February 2006 (% of respondents)
Preferred Viewing Devices among US Online Video Viewers, July-August 2006 (% of respondents)
Devices on which US Young Adult Internet Users Would Watch a TV Show, by Age and Gender, June-July 2006 (% of respondents in each group)
US Online Adults* Who Are Interested in Watching Web-Based Video** on TVs and PCs, 2006 (% of respondents)
Non-Traditional Ways that US Consumers* Watch TV Programs, January 2006 (% of respondents)
US Internet Users' Interest in Computing, Television and Cellphone Feature Convergence, February 2006 (% of respondents)
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No matter how you measure it, more people are watching more online video more frequently than ever before. And yet rapidly increasing audience size and interest have not translated into a large advertising market. The question is: Will it ever?
America Online (AOL)
Arbitron
Associated Press (AP)
BIGresearch
Bloomberg News
Burst Media
CBS
comScore Inc.
comScore Media Metrix
Crux Research
Dynamic Logic
Edison Research
eMarketer
Experian Hitwise
Experience, Inc.
Forrester Research
Gallup Organization
Harris Interactive
Horowitz Associates, Inc.
InsightExpress
Ipsos Insight
Ipsos Public Affairs
Isobar
Los Angeles Times
Nielsen//NetRatings
Online Publishers Association (OPA)
Parks Associates
Pew Internet & American Life Project
PodZinger
Points North Group
Princeton Survey Research Associates
Quantcast
Sharpe Partners
Universal McCann
WebAdvantage.net
Websense
Wired Magazine
Yahoo!
Yankee Group
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