Abstract
The Internet Video Audience report analyzes not only who' s watching video content online, but also what they watch and how they watch it.
After virtually controlling video viewing, content and timing for half a century, advertisers are facing a new virtual reality. As A. G. Lafley, CEO of Procter & Gamble, told the Association of National Advertisers conference in October 2006, marketers must "begin to let go."
Viewers are taking control of their media-consumption. Sometimes that means ad skipping with DVRs. Other times viewing consumer-generated video on the Internet. Sometimes watching clips of TV shows online - all at their leisure and not a network' s schedule.
Key questions the "Internet Video Audience" report answers:
- How many people watch Internet video? And how much do they watch?
- What are the demographics of the audience, such as age, gender, and household income?
- What do people like about online video? What do they dislike?
- Can Internet video ads be as effective, or even more so, than TV commercials?
- How, where and when do people watch video online?
- And many others...
Table of Contents
Executive Summary
- US Online Video Viewers, 2003-2010 (millions)
Issues & Questions
The eMarketer View
- Key eMarketer Numbers: Internet Video Audience
Audience Size
- US Online Video Viewers* As a Percent of Broadband Users, Total Internet Users and Total Population, 2003-2010
- US Online Video Viewers, by Internet Access Technology, July-August 2006 (% of respondents)
- Frequency with which US Internet Users Have Viewed Video Online, January 2006 (% of respondents)
- US Online Video Viewers, Broadband Users, Total Internet Users and Total Population, 2003-2010 (millions)
- US Online Video Viewers, Broadband Users and Total Internet Users, 2003-2010 (% increase vs. prior year)
- US Internet Users Online Video Viewing Frequency Compared with Last Year, July-August 2006 (% of respondents)
- Average Number of Video Streams Delivered per Month in the US, 2005-2011 (billions)
- Average Weekly Internet Usage (excluding e-mail) of US Online Video Viewers, July-August 2006 (% of respondents)
Audience Demographics
- Demographic Profile of US Online Video Viewers, February 2006 (% of respondents)
- Demographic Profile of US At-Home and At-Work Internet Users Who Visit Movie and Video Web Sites, June 2006 (thousands of unique users and % of total audience)
- US Online Video Viewers, by Gender, March 2006 (% of viewers)
- Household Income of US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
- Demographic Profile of US Online Video Viewers*, January 2006 (% of respondents)
- US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
- US Internet Users Who Download Videos, by Age, 2004 & 2005 (% of respondents in each group)
- Average Age of US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006
- Demographic Profile of US Adults Who Have Downloaded a TV Show, June 2005 & June 2006 (% of respondents)
Video vs. Other Online Activities
- Online Activities* of Broadband Users in the US, 2006 (% of respondents)
- Regular Online Activities of US Broadband Users, 2006 (% of respondents)
- Online Activities of US Internet Users, December 2005 (% of respondents)
- 10 Most Common Online Activities of US Heavy* Internet Users, April 2006 (% of respondents)
- Type of Web Sites Visited by US Employees While at Work, March 2006 (% of respondents)
- Select Online Activities of US Teen Internet Users, 2006 (% of respondents)
- Digital Media Activities of US Internet Users Ages 13+, Q3 2006 (% of respondents)
- Frequent Online Activities of US Teen Internet Users, 2006 (% of respondents)
- Select Internet Activities of Online US College Students, June 2006 (% of respondents)
- Frequency with which US Adults Upload Videos to the Web, June-July 2006 (% of respondents)
- Time Until US Experienced Online Video Advertising Buyers Are Likely to Regularly Use Online Video Advertising Features, June 2006 (% of respondents)
- How US Online Video Viewers Find New Online Videos, February 2006 (% of respondents)
- Methods Used by US Online Video Viewers to Discover Online Videos, July-August 2006 (% of respondents)
What People Think (Advertising and Content)
- US Adult Internet Users Who Have Watched an Online Video Advertisement for a Product or Service, by Gender and Internet Access Technology, March 2006 (% of respondents in each group)
- US Online Video Viewers' Response to Seeing an Online Video Advertisement, February 2006 (% of respondents)
- Attitudes of US Adult Internet Users toward Online Advertising Campaigns, by Gender, March 2006 (% of respondents in each group)
- Attitudes of Internet Users in Europe and the US toward Online Advertising, by Format, April-May 2006 (% of respondents)
- Type of YouTube Revenue Model that US Internet Users Would Tolerate, October 2006 (% of respondents)
- Appropriate Media for Advertising according to US Teens, February 2006 (% of respondents)
- Aspects of Watching Online Videos that US Online Video Viewers Enjoy, July-August 2006 (% of respondents)
- Aspects of Watching Online Videos that US Online Video Viewers Do Not Enjoy, July-August 2006 (% of respondents)
- Frequency with which US Online Video Viewers Let Others Know about the Online Videos They Have Watched or Heard about, February 2006 (% of respondents)
- How US Online Video Viewers Share Online Videos They Have Watched or Heard about, February 2006 (% of respondents)
- Preference for Free Online Video with Ads vs. Paid Online Video without Ads among US Online Video Viewers, July-August 2006 (% of respondents)
- US Consumers' Preference for Free Online Video with TV-Like Commercials vs. Paid Online Video with No Commercials, 2005 (% of respondents)
- US Online Video Viewers Who Have Ever Paid to Watch Any Type of Video Online, July-August 2006 (% of respondents)
- Methods US Online Video Viewers Have Used to Access Online Videos*, by Frequency of Viewing, February 2006 (% of respondents)
Where People Watch (Traffic and Usage)
- Share of Visits to Select US Video Web Sites, June-November 2006* (% of all Internet visits)
- Share of US Unique Visitors to Select Online Video Sites, March-August 2006 (% of active Internet users*)
- US Unique Visitors to Select Online Video Sites, August 2006 (% of total Internet unique visitors)
- US Unique Visitors to Select Online Video Sites, March-August 2006 (thousands)
- US Unique Visitors to Select Online Video Sites, August 2006 (thousands)
- Top 10 Online Video Properties among US Internet Users, July 2006 (thousands of unique streamers, millions of streams initiated and streams per streamer)
- Share of Top 20 US Downstream* Visits for Select Video Web Sites, October 2006 (total % of top 20 downstream visits)
What People Watch (Content and Frequency)
- Type of Online Video Content that Appeals to US Online Video Viewers, February 2006 (% of respondents)
- Types of Online Videos Watched or Downloaded by US Online Video Viewers, July-August 2006 (% of respondents)
- Types of Online Video Watched "Frequently" or "Occasionally" by US Internet Users, February 2006 (% of respondents)
- Types of Online Video that US Online Video Viewers Watch Once a Week or More Frequently, February 2006 (% of respondents)
- Average Length and US Internet User Play Time for Online Video Content on PodZinger Demo Web Sites, September 2006
- Share of Online Videos Available on PodZinger Demo Web Sites Watched by US Internet Users and Average Play Time, by Category, September 2006
- Types of Online Videos Watched by US At-Work Online Video Viewers, February 2006 (% of respondents)
- Video Watching Frequency among US Online Video Viewers, July-August 2006 (% of respondents)
- Frequency with which US Internet Users View Online Videos, February 2006 (% of respondents)
- Frequency with which US Adult Internet Users Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
- Share of US Unique Visitors to Select Video Web Sites, by Frequency Type, September 2006
- Share of US Visits to Select Video Web Sites, by Frequency Type, September 2006
- Average Session Time at Select Video Web Sites in the US, June-November 2006* (mins:secs)
- Growth in Average Session Time at Select Video Web Sites in the US, June-November 2006* (% increase/decrease vs. prior month)
How People Watch (Locations and Devices)
- Most Common Viewing Locations among US Online Video Viewers*, July-August 2006 (% of respondents)
- Viewing Locations among US Online Video Viewers, by Location and Frequency, February 2006 (% of respondents)
- Number of Web Sites Used by US Online Video Viewers to View Online Videos, by Frequency, February 2006 (% of respondents)
- Preferred Viewing Devices among US Online Video Viewers, July-August 2006 (% of respondents)
- Devices on which US Young Adult Internet Users Would Watch a TV Show, by Age and Gender, June-July 2006 (% of respondents in each group)
- US Online Adults* Who Are Interested in Watching Web-Based Video** on TVs and PCs, 2006 (% of respondents)
- Non-Traditional Ways that US Consumers* Watch TV Programs, January 2006 (% of respondents)
- US Internet Users' Interest in Computing, Television and Cellphone Feature Convergence, February 2006 (% of respondents)
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