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75% of U.S. Internet Users View Online Video
According to WOMMA member company comScore's Video Metrix report, U.S. internet users viewed more than 8.3 billion video streams online in May. Of the 75% of U.S. internet users who watched online video, each logged an average of 158 minutes of viewing time, which suggests that viewers are doing more with their online video viewing than watching 30-second clips of cats flushing toilets on YouTube.
According to new data from the Pew Internet & American Life Project, 19% of online adults view at least one online video daily, and 57% have viewed online video at least once. While online video is still most popular with younger users (31% of 18 to 29-year-olds watch daily, according to Pew), a recent report from WOMMA member company eMarketer predicts that by 2008, 50% of the U.S. population will watch video online.
Other findings:
* According to Pew, 62% of online video viewers prefer professional content, while 19% prefer consumer-generated content. Only 43% of men aged 18 to 29 prefer professional content and 34% prefer CGM.
* According to comScore, the average duration for a viewed video stream in May was 2.5 minutes, and the average viewer watched 63 video streams, which averages to more than two per day.
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