Data on Online Video Use

Burst Media, (http://burstmedia.com), an online media company, released the results of a survey covering online video content and advertising. Conducted in early October, the survey of 1,025 online U.S. adults aged 18 or older revealed:

  • 71.6% of web users overall watch online content in a typical week
  • 39.0% of all viewers spend between one and five hours per week with online video
  • Men aged 18-34 are the heaviest consumers of online video content, with 19.7% saying they consume 10 or more hours of video on the web per week
  • 39.1% say they typically watch full-length television shows, movies and/or sporting events on the Internet
  • 25.5% of online viewers watch news, sports and entertainment highlights of regular television programming online
  • 49.7% of viewers say they also watch user-generated content

There are some dramatic differences between what men and women typically watch online: for example, women are more likely than men to watch educational videos (31.2% vs. 24.5%) and drama (24.7% vs. 13.9%); men are more likely than women to watch sports (31.2% vs. 8.2%) and animation/cartoons (22.0% vs. 11.3%).

Compared to standard display media on the web, viewers are more likely to interact and engage with online video. A relatively high number of all online viewers (18.2%) say they have taken an action based on what they saw within an online video advertisement—an action such as visiting the advertiser’s website or making a purchase. One-quarter (24.1%) of men aged 35-54 say they have taken an action, as have 22.1% of women aged 35-54. At 26.3%, men aged 55 or older are the most likely group to take an action after viewing an online video ad.

80.8% of online video viewers say they also use the Internet while they are watching television. 49.0% say they either always or often surf the web while watching, and 14.3% say they never go online while watching television.

“Web publishers seeking to attract larger audiences and increase dwell time could benefit from incorporating video content into their sites, whether it’s produced in-house or brought to the site via online video syndication services,” said Burst Media Marketing Director Mark Kaefer. “Moreover, for online video advertising is an effective way for brand marketers to align their messaging with content that draws highly-engaged, targeted audiences at scale.”