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Video Content:
A Premium Opportunity
Online video content is on an upward trajectory. Audience levels and stream counts are rising, the demographic range of the viewing population is expanding and the content mix is evolving from short, snack-type clips to long-form content such as TV shows and feature films.
The Video Content report analyzes the monetization and strategic models that are emerging in this still-developing category.
As the medium matures, monetization models are coming into clearer focus. Most video inventory is funded through ad support. This includes user-generated content, news clips, humor videos, TV shows and special events such as the Olympics.
On the other side of the coin, feature films and mainstream sports content continue to be monetized through subscriptions and download fees.
In addition, over the next several years, mobile distribution through smartphones will further expand the reach of Web video. Already, eMarketer projects there will be 144 million online video viewers in the US this year.
Key questions the “Video Content” report answers:
- How many people in the US are watching online video, and how will this number change?
- Which forms of content are getting the most traction?
- How is online video being monetized?
- Which sites dominate the online video landscape?
- What are some of the trends that will fuel the growth of online video in the next few years?
- And many others…
The Video Content report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make timely, well-informed business decisions.
Note: This report is available only to Total Access subscribers. For information on how to subscribe, click 'Available with Subscription' link below.
Online video content is on an upward trajectory. Audience levels and stream counts are rising, the demographic range of the viewing population is expanding and the content mix is evolving from short, snack-type clips to long-form content such as TV shows and feature films.
Executive Summary
 US Online Video Viewers and Penetration, 2008-2013
Key Questions
The eMarketer View
Key eMarketer Numbers-Video Content
Audience Size
US Online Video Viewers and Penetration, 2008-2013
Comparative Estimates: US Online Video Viewers, 2009 (millions)
US Online Video Viewers, 2003-2009 (% of respondents)
US Online-Video-Connected Households*, 2009 & 2012 (millions)
US Internet Users Who Have Streamed Video*, December 2007 & September 2008 (% of respondents)
US Internet Users Who Have Downloaded a Digital Video* File, December 2007 & September 2008 (% of respondents)
US Internet Users Who Access Full-Length TV Programs Online, by Age, 2006 & 2008 (% of each group)
Internet Users in Select Countries Who Watch User- and Professionally Generated Video, September-October 2008 (% of respondents)
Online Video Consumption of Internet Users in Select Countries, by Type, October 2008 (% of respondents)
Audience Makeup
Select Digital Media Activities of US Internet Users, by Generation, December 2007 & November-December 2008 (% of respondents)
Methods Used by US Internet Users to Stream TV Network Content, by Age, 2006 & 2008 (% of respondents*)
Average Time Spent Viewing Online Video Among US Internet Users, by Age and Gender, November 2008 & April 2009 (minutes per viewer and % change)
Average Time Spent per Day with Select Media Among US Consumers, by Age, Spring & Fall 2008 (minutes)
US Internet Users Who View Recent TV Episodes Online Weekly, by Age, December 2008-January 2009 (% of respondents in each group)
US Female Internet Users Who Watch Video, TV and/or Movies Online, by Age, March 2009 (% of respondents)
Online Video Activities of US Internet Users, by Age, January 2009 (% of respondents in each group)
US TV, Online Video and Mobile Video Viewers, by Gender, Q4 2008 (% of total)
Demographic Profile of US Internet Users, by Time Spent Watching Online Video on Their Computer, October-November 2008 (hours per day)
Online Video Content Landscape
US Online Video Streams and Streamers, by Content Category, April 2009
US Online Video Streams, by Content Category, June 2008 & April 2009 (millions and % change)
US Unique Viewers on the Top Three Cable News Sites* on Inauguration Day, January 2009 (thousands and % change vs. prior week)
US Online Video Viewer Metrics, June 2009
Top 10 US Broadcast TV Network Entertainment Programs Viewed Online, Ranked by Unique Viewers, December 2008 (thousands)
Top 10 US Broadcast TV Network Entertainment Programs Viewed Online, Ranked by Time Spent, December 2008
Monetizing Online Video
US Paid Online Video Content Revenues, 2008-2011 (% of total online video spending*)
US Consumer Spending on Home Video, by Format, 2009 (% of total)
Top Video Sites
Top 10 US Web Brands, Ranked by Total Video Streams, April 2009
Top 10 Online Video Properties Among US Internet Users, Ranked by Videos Viewed, April 2009 (millions and % of total)
Top 10 Online Video Properties Among US Internet Users, Ranked by Unique Viewers, April 2009 (millions and average videos per viewer)
Top Five Online Video Sites Among US Internet Users Ages 35-49, Ranked by Time Spent Viewing, November 2008 & April 2009 (millions of minutes)
Average Time Spent Viewing Video on Hulu by US Internet Users, by Age, November 2008 & April 2009 (minutes per viewer and % change)
Future Trends
Mobile
Monetization
Quality
Important Factors in Adoption of Streaming Video According to US Consumers, by Age, September 2008 (% of respondents)
Integration
Interactivity
Next Trend for Online Video According to US Marketers, 2008 (% of respondents)
Conclusions
Endnotes
105369 |105370
Key eMarketer Numbers-Video Content
US Online Video Viewers and Penetration, 2008-2013
105642
Comparative Estimates: US Online Video Viewers, 2009 (millions)
Related Information and Links
Related Links
Contact
Report Contributors
Online video content is on an upward trajectory. Audience levels and stream counts are rising, the demographic range of the viewing population is expanding and the content mix is evolving from short, snack-type clips to long-form content such as TV shows and feature films.
Accenture
Arbitron
Ball State University's Center for Media Design
BlogHer
BMO Capital Markets Corp. (Harris Nesbitt)
Compass Partners LLC
comScore Inc.
Council for Research Excellence
Deloitte
Edison Research
eMarketer
Ipsos MediaCT
Knowledge Networks Inc.
Leichtman Research Group, Inc. (LRG)
Lightspeed Research
MarketingSherpa
Nielsen Online
Office of Communications (Ofcom) - UK
PermissionTV
Sequent Partners
Survey.com
Synovate
The Nielsen Company
The NPD Group
UBS
USC Annenberg School Center for the Digital Future
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Available with Subscription
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Available with Subscription
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