Video On Web Is Ready For Advertising comScore Networks, in an analysis of consumer video consumption of both content and ads across the Web along with the demographic characteristics
of video viewers, finds that the number of consumers viewing video online grew 18 percent from October 2005 to March 2006. In total, consumers viewed 3.7 billion video streams in March and slightly
less than 100 minutes of video content per viewer per month, compared to an average of 85 minutes in October.
Peter Daboll, president and CEO of comScore Media Metrix, said "Video
consumption on the Web is rapidly approaching the tipping point for advertisers, with two-thirds of consumers accessing the Internet from home using a broadband connection, and publishers continuing
to innovate by using the latest technologies to deliver content in a way that engages users..."
The report finds that:
- The composition of video
consumers is split among males (52 percent) and females (48 percent)
- The male audience is much more engaged with video, with the average male viewer seeing nearly two hours per
month, while females consume approximately one hour and twenty minutes of video per month
- Overall, males in the 25-34 age group have the highest intensity of video consumption,
with an average of 140 minutes of video consumed per month
Additional key findings from the report include:
- Approximately 16 percent of
all time spent viewing online video takes place during prime time hours, while 22 percent occurs on the weekend
- During March, approximately 42 percent of all U.S. Internet users
streamed video through an entertainment site, and more than 33 percent did so from a portal
- On average, consumers spent close to one hour per month viewing Internet video from
work locations during March
For more on the study and comScore, please visit here.