Mature Audience Are Core Viewers for Streaming Media

by Jack Loechner, Dec 21, 2005, 3:00 AM

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Mature Audience Are Core Viewers for Streaming Media

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: 

• More than 100 million users consume online digital media (streams and downloads) in the U.S. in a month, which represents almost 60 percent of the U.S. online population (97.5 million computers). 
• Video consumption crosses all dayparts and demographics, with the primetime and daytime dayparts showing particular strength. 
• Nearly two-thirds of all U.S. Internet users in August streamed audio or video through a Portal and almost 50 percent did so from an Entertainment site. 
• More than 17 percent of U.S. Internet users streamed content from a Music site and 15 percent streamed from a Retail site.

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.

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