Good and bad news for online video
Posted on July 25, 2007 by Melissa Worden
Let’s start with the good news first.
Web users say online video is great, says a Pew Internet & American Life Project study. “Online video now reaches a mainstream audience; 57% of online adults have used the internet to watch or download video, and 19% do so on a typical day.”
Now for the bad news.
>> Young adults aren’t watching video from news sites.
>> And all the niche citizen journalism newspaper Web sites out there, listen up: Viewers prefer to watch professional video rather than amateur (user-generated) content. (NOTE: This one straddles the line; it’s definitely “good news” for newspaper photographers!)
Here are some of their findings:
>> “News video is the most popular category for everyone except young adults.”
According to their survey, 49% of video viewers age 18-29 watch their videos on YouTube; 6% of them watch on news sites. Egads! That’s a huge difference.
>> “Most online video viewers prefer professionally-produced video over content ‘produced by amateurs.’ “
“Overall, 62% of online video viewers say that their favorite videos are those that are professionally produced, while 19% of online video viewers express a preference for amateur content. Another 11% say they enjoy both professionally-produced video and amateur online video equally.”
Ah, well. All is not lost. Here’s some more good news to sandwich the bad:
>> Viewers may appreciate GOOD advertising.
One in eight Internet users watch or download commercials online, the survey says.
“Young adults are twice as likely as users age 50 and older to say they watch or download commercial videos online; 22% of those 18-29, 13% of users ages 30-49, 7% of users age 50-64 and 8% of those ages 65 and older say they consume commercial video content online.”
>> “Most video viewers watch at home, but one in four report at-work viewing.”
This finding, I think, further supports newspaper Web site strategies to play up video in the evening hours:
“Video viewers who are ages 30-49, those who have a college degree, and those living in households earning $75,000 or more are among the most likely to watch video at work; roughly one-third of each group views online video at their workplace. However, those who have a broadband connection at work beat out all of these other demographic groups; 37% of online video viewers who have a high-speed connection at work watch video there.”
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