$7B Online Video by the Numbers: 70% are Active Viewers
More Highlights from the Burst Media Survey:
- Men (76%) are significantly more likely than women (60.2%) to view online video content.
- Age segments 35-44 years and 45-54 years were as likely to view online video content as the 18-24 years segment.
- 63.0% of respondents who view online video content do so at least once a week.
- 72.9% of respondents who view online video are “most likely” to do so “at home”, followed by work (15.3%) and school (3.5%).
- 56.3% of online video viewers recall seeing advertisements in content they have watched.
- One-Quarter say video advertisement is more effective than standard creative units.
Most Popular Content to View
Overall, respondents cite news clips (44.9%) as the most popular video content to view, followed by movie trailers/advertising (36.7%), comedy (34.5%), music (32.1%), TV shows/clips (31.0%), entertainment news/reviews (29.8 %), sports/sports news (27.7%), instructional/how-to (18.3%), home/user generated video (14.8%), political (13.5%), and cooking video (6.2 %).
More than half (56.3%) of online video viewers recall seeing advertisements in content they have watched.
- 52.7% say they typically continue watching video content once they encounter an advertising unit
- 40.4% say they typically stop watching
- 27.9% of respondents stop watching video content once they encounter an advertisement
One-Quarter Say Video Advertisement More Effective Than Standard Creative Units:
- 25.7% respondents who recall advertisements in online video content say they pay more attention to the video ad than they typically do to standard creative units on the same web page
- 77.5% of respondents say advertisements in online video are intrusive