Daily usage of online video increased by 56 percent over the past year according to an online Magid Media Futures survey.
In 2006, 9 percent of 12 to 64 year old Americans said they viewed online video daily. For 2007 the number had increased to 14 percent of Americans 12 to 64 years old.
The weekly viewing of online video has also risen over the past year. In 2006, 44 percent of Americans 12 to 64 watched online video once a week or more and now it has risen to 52 percent.
Among adult males 18 to 24, 35 percent said they viewed online video at least once a day, and 80 percent report watching online video at least once a week. In all age groups, males are more regular viewers of online video. For females 18 to 24, weekly viewing of online video is 53 percent compared to 80 percent for males.
“Clearly the use of online video demonstrates that the Internet has become a mass platform for distributing video content to a wide cross section of Americans,” said Mike Vorhaus, senior vice president and managing director for Frank N. Magid Associates, Inc.
News stories are the most popular types of videos watched by users. More than a third of Americans 12 to 64 watch online video news stories regularly. Comedic video content, weather and movie previews are tied at second for the most regularly viewed video content. Closely trailing these are music videos and user-generated content.
“The breadth of content viewed by consumers regularly online is amazing. This is not just short clips on YouTube. Consumers are watching news stories, movie previews, clips from TV shows, and, in some cases, even full-length TV shows and movies,” Vorhaus said. “The breadth of content online today is growing and consumers are using it,” Vorhaus concluded.
