According to a new report from comScore Networks entitled "State of the Consumer Streaming Market," consumers between the ages of 35 and 54 years old accounted for more than 45 percent of all online video watched in August 2005.
Further, the research confirmed that 35 to 54 year-olds are 20% more likely to watch online video than the average Internet user, and 25 to 34 year-olds are 12% more likely than the average Internet user to watch a stream online. These age groups have traditionally been viewed as vital targets for marketers across a variety of products and services.
Erin Hunter, senior vice president of comScore Networks Media and Entertainment Solutions, said "Contrary to public perception, it's not just 'college kids' or 'bleeding edge' Internet users who are streaming videos. Publishers are using innovative approaches to deliver their content, using high-quality video product clips, music videos, movie trailers, (and) full news broadcasts to engage their consumer. This creates a fantastic opportunity for advertisers to capitalize on what is now a mainstream audience."
Additional key findings from the report include:
Darryl LaRue, vice president of sales, Warner Brothers, said "There is clearly an audience for entertaining video content online, (who have) shown that they are receptive to the right kind of advertising messages if it means they can access content for free. Using (these findings) we are better able to identify and target audiences with content that is relevant to them..."
Additional information about the State of the Consumer Streaming Market may be accessed here.