Online Video Viewership Stats: Still on the Rise

Entertainment video portal Metacafe shared the results of its annual sponsored study on online-video consumption: Research conductor Frank N. Magid Associates found that one-half of respondents watch online video at least once per week, up from 43 percent in 2009, with the 18-24 age group accounting for the largest increase.

Other key findings from the survey:

• In the 18-24 age group, 85 percent of males and 68 percent of females watch online videos at least once per week, up 15 percent and 27 percent, respectively, from the prior year.

• Time spent watching online video is expected to rise 5 percent over the next 12 months.

• Three-quarters of respondents watch some kind of short, professionally produced online videos, with 18- to 34-year-olds trending even higher — 83 percent for males and 75 percent for females. In addition, 31 percent of respondents found those videos to be equally entertaining to or more entertaining than watching full-length TV shows.

• A total of 63 percent of respondents regularly watch music videos, movie previews, TV-show clips, sports content, or video-game content.

•More than 55 percent found online ads to be just as acceptable or more acceptable than TV ads, up 3 percent compared with the previous year. The 18-34 age group was more likely to find online ads acceptable.