Online video has been billed as the next big thing, and consumers are excited that the next big TV stars of this most democratic of new mediums could be themselves. Sites like YouTube give the
anybodies of the world the opportunity to become the next pop culture phenomenon. Right now, user-generated content on social networking and broadband video sites are all the rage, but CNNMoney asks,
is this trend really going to last--especially as companies like CBS and Disney put mainstream programming on the Web for free? Probably, according to a study from the Online Publisher's Association
study. Twelve hundred users were asked whether they watch online video, and 24 percent said they do so at least once a week, while 46 percent said they watched at least once a month. Two thirds of
those who regularly watch online video said they also watched online video ads, and 44 percent of that number said they've taken action on what they've seen, meaning they've headed to advertisers
sites or made a purchase. Those are some pretty compelling numbers to bring to advertisers, especially as broadband penetration and consumer usage of online video increase. Part of the reason there's
such an appetite for this stuff among consumers is the short-form format via which video is delivered. If a video is lame, it only lasts 2-3 minutes and there are several thousand more that might be
funny or interesting. However, analysts say there won't be room for several YouTube imitators, and that competitors will have to do something more than provide a library of unrelated video clips. They
say the market for this area would have to consolidate in order to become more attractive to advertisers.
Read the whole story at CNNMoney. com »
