How Do People Watch Online Videos?

A new research study shows that prime time is now all the time

300px-Watching_laptop Today Yahoo!, along with Interpret LLC, Havas Digital, Warner Bros. Media Research and PHD, announced the results of a new research study, “Understanding the Drivers to Video Consumption.” This study explored in-depth how consumers spend time online watching videos.

The study, which was presented to advertisers, agencies and publishers at the Ad:Tech Chicago conference, revealed the following:

Prime time is now all the time
Online video has fundamentally shifted the concept of “prime time.” Prime time (traditionally 8:00 p.m. to 11:00 p.m.) is now “all the time,” as high levels of video consumption occur throughout the day (with the exception of dinner time). The study found spikes in online video consumption for people at work, with 68 percent of respondents watching during the normal business day.

Between 12:00 p.m. and 3 p.m., and again between 9:00 p.m. and 1:00 a.m., the study showed significant spikes in online video consumption among men, women, students and full-time employees. However, during the hours of 6:00 p.m. to 9:00 p.m. (the dinner hours), online video consumption noticeably drops.

Videos are for sharing
Regardless of time of day, one-third of people who watch a video share it with friends, family members and colleagues. Nearly one in five viewed online videos, representing over 2.5 billion video streams per month, are videos that friends, colleagues or family members have shared via email, instant message or through social networks.

Another form of self-expression
Because online video is currently a “personal experience,” the content that is shared is also about personal self-expression. Fully 34% of all videos watched are then shared with others, while 27% of videos come as word-of-mouth recommendations.

During today’s Ad:Tech discussion, panelists suggested that these findings could be used to actively measure effectiveness of video ads, even before an actual metric for performance success is defined. If web marketers watch how video content “cascades” (how it is shared and forwarded via social media), they can then measure the effectiveness of a video ad based on how it “scaled.” One of the panelists used this example: A video ad contained in a highly engaging video, which is shared and subsequently viewed 1,000 times via social media, is “more effective” than a video ad that is only shared 100 times.

The summary of the research study, Understanding the Drivers to Video Consumption, is available on www.advertising.yahoo.com/insights.

— Jeff Hecox

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14 Comments Add your own

1. Search Engine News »&hellip | September 3rd, 2009 at 1:08 am

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2. Anders Online Marketing | September 3rd, 2009 at 4:31 am

I am working with marketing in Denmark and is searching for inspiration in the digital world. Thanks for inspiration
3. webandrank | September 6th, 2009 at 12:34 am

I am not sure the online video still a personal experience,eg. YouTube rank in the top
the video get more share from the visitor also the web marketers try to make the video for share not for individual use.
4. Shared Items – Sept&hellip | September 7th, 2009 at 8:05 pm

[...] How Do People Watch Online Videos? [...]
5. Nick Stamoulis | September 9th, 2009 at 6:44 am

I think people will always enjoy relaxing on the couch to watch TV but for people with hectic schedules online TV is going to change their lives.
6. Uttoran Sen | September 10th, 2009 at 5:52 am

with tv, you have the remote, or you can just switch discovery/national geo, or a news channel and watch for hours.

this is exactly the problem with internet video, for example youtube. On computer we don’t have a remote, i can’t switch/surf videos or i can’t even queue [big limitation] some of the videos which will play one after the other.

these are some limitations due to which i prefer watching Tv on prime time rather than internet videos or youtube, am sure many would agree with it,
7. NewSunNetworks — Bl&hellip | September 14th, 2009 at 8:41 pm

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8. Michelle | September 16th, 2009 at 5:23 am

I’m putting together a list of links where to watch shows online. Would appreciate some help compiling this list. Any tips for good links appreciated! http://findthefeeds.blogspot.com/

Thanks!
9. carmen | September 17th, 2009 at 12:15 am

In my opinion best site to watch online tv is http://gtv.id.lv/en There are hundreds of live channels, music, sports, news etc. And it’s all for free.
10. Online Video Consumption &hellip | September 20th, 2009 at 1:56 am

[...] More details of the findings can be found at the Yahoo Search Marketing Blog [...]
11. unlimited | October 19th, 2009 at 4:31 am

There are still quite a few limitations when it comes to internet video. First the lack of a remote and having to watch videos in front of the computer, it is quite a pain. Also some other limitations when it comes to switching/surfing .
Of course, that is nice about internet videos is the sharing feature. People is likely to share the videos they like with other people and that other people with more people, we can say the user “advertises” the video.
12. assisted living ct | November 6th, 2009 at 1:29 am

video consumption will only keep growing
13. HolmyMary | December 15th, 2009 at 5:03 pm

I founds a pretty cool site premiumtvshows.com online tv streaming ….watch shows like Californication and Dexter

Greets hope u enjoy it .. im out watching Californication
14. MaryHollmy | December 15th, 2009 at 5:59 pm

I founds a pretty cool site premiumtvshows.com online tv streaming ….watch shows like Dexter

Greets hope u enjoy it .. im out watching Californication

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