News Clips Most Popular Online Video Content: Study
"The Internet is still seen first and foremost as an information resource," said Lynda Clarizio, president of Advertising.com. "With news clips remaining the most popular type of streamed content, video viewing habits reflect that status."
In the first half of 2007, 62% of consumers viewed news clips online, followed by movie trailers at 38%. Music videos came in third at 36%, decreasing from 47% in the second half of 2006.
The study covered the first two quarters of 2007 and incorporated both consumer survey data and video advertising performance data from the Advertising.com video network, and was hosted by online market research company InsightExpress.
With regard to video ads, consumers seem to accept them as part of the video experience--as 94% of respondents prefer ads to subscription fees. According to 63% of survey respondents, however, shorter ads would make the experience more enjoyable. Shorter spots also deliver higher percent-viewed rates, according to data from the Advertising.com network.
Despite this year's strong showing from older Web users, Clarizio implied that shifts in consumer behavior patterns will continue to shift.
"It will be interesting to see how viewership evolves with the rise of social networks, more diverse video content, increased interactive gaming, and other such advances in online entertainment," Clarizio said, adding: "I think we may see a shift in usage toward recreation."
Demonstrating that TV still has its place, 51% of survey respondents said they would watch a television episode online if they missed it on TV, but 80% said online video usage does not cut into their TV time.