Six in 10 Broadband Users Watch Online Video Weekly, Up 36% YOY
Online video consumption is growing rapidly among adult broadband internet users — most now watch video weekly — according to a recently released report, Broadband Content and Services 2007, from Horowitz Associates, reports MarketingCharts (via Micro Persuasion).
Six out of 10 (61 percent) high-speed internet users watch or download online video content at least once a week, and 86 percent do so monthly, compared with the respectively 45 percent and 71 percent who reported doing so in 2006.
News and user-generated/non-professional content are the genres reported viewed most often, followed by movie previews/trailers, music videos, and previews/segments of TV shows:
- Weekly viewing of full episodes of television shows doubled from last year, with 16 percent of high-speed internet users now watching TV online on a weekly basis.
- Some 36 percent watch news video at least weekly, up from 22 percent in 2006.
- Non-professional videos are watched by 30 percent in 2007 - double the 15 percent in 2006.
NBC and ABC are the networks that internet users mention most frequently for watching online TV content, with Grey's Anatomy the most-mentioned TV program viewed online.
While consumption of broadband video has grown, the study shows that television is still the preferred platform for traditional TV content: The vast majority (70 percent) of internet users who watch TV online say do so because they missed the episode on TV.
For more findings related to TV and portable video devices, see the MarketingCharts coverage.