Thursday, January 11, 2007

Online Video has Mass Appeal

The Online Publishers Association released a report today on online video consumption.

From the press release:

"The OPA study makes it clear that online video viewing has become commonplace and that consumers often go to specific sites directly to watch video," said Pam Horan, OPA vice president of marketing and membership. "The video viewing boom has been propelled by rapidly expanding video content and consumers' increased reliance on the Web for news and entertainment. And while humorous videos seem to get the buzz, it's hard news that is most frequently watched by Web users."

Horan continued, "The OPA study makes it clear that online video ads are having a real impact. Viewers are taking action on what they watch, presenting very interesting and potentially powerful new opportunities for advertisers."

From the report: (PDF)

  • "Watching video online is becoming routine, with one in four viewing at least weekly.
  • News and entertainment videos are among the most frequently watched online.
  • Viewers go to multiple destinations for video - and then surf for more.
  • Online video viewers have attractive demographics.
  • Online video viewers are cross-media consumers.
  • Viewers are receptive to video ads and driven to act.
  • Consumers are willing to pay for online videos to get freedom of access."

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