Yahoo! has recently released a follow-up to a 2009 study on online video that shows that video watching online continues to grow significantly. In a given day 57 percent of those surveyed watched an online video, a 33% increase from 2009.
While there is growth in the use of full length videos, short clips still represent the majority of videos watched. The study also documented an increase of more than 30 percent in online video viewership between the hours of 6 – 9 p.m. Viewership during business hours has declined.
The percentage of viewers that share videos has decreased in the past two years. This is congruent with other recent studies that indicate that overall social media sharing is on the decline.
For professional videos, viewers are significantly more likely to remember seeing the ad, retain product information or recall the brand being advertised. Ads associated with professional content are also more likely to be viewed as relevant to consumers.
The greatest engagement comes from professional videos attached to articles or other types of content. The study also found that when a video is viewed on a page that includes an article, viewers are more likely to watch the video to get more information, recall seeing the advertising, and view the video as “professional.”