• October 28, 2008

Over the past six months, the popularity of online video services has grown significantly with women and older consumers, according to a new study from Ipsos MediaCT's MOTION.

Since late 2007, the percentage of female Internet users ages 12 and older that have streamed a video online in the past 30 days has grown from 45% to 54%, according to the study conducted inn June via computer-assisted telephone interviews among a representative U.S. sample of consumers ages 12 years and older.

In addition, the percentage of adults ages 35-54 who have recently streamed video online has also shot up since December 2007, rising from 49% to the current 60%.

Video streaming is no longer simply an online behavior enjoyed exclusively by the stereotypical early adopter segment--young males, the study concludes. Rather, the growth in the online video audience is now being driven by other demographic segments.

"It appears the prevalence of streaming video online among younger males may be approaching a ceiling today, whereas the other demographic groups are driving the audience growth here," said Adam Wright, director at Ipsos MediaCT. "The implication for those in the video entertainment industry is that online video--as a medium--appears to be tapping into later stage adopter segments that were perhaps reticent to embrace it even just a year ago."--Gavin O'Malley