66% of Americans View Online Video; 15-Second Advertising Spots Preferred

Approximately 66% of respondents view streaming online video content at least once a week, according to a survey report from Advertising.com. News and entertainment content are the most popular among streamers overall.

Some 44% of these video viewers are between the ages of 18 and 34, while 56% are age 35 and older. 

The younger demographic 18-34 is more likely to engage in activities such as:

  • watching TV episodes online, 
  • creating their own video content
  • forwarding video clips to friends 
  • entertainment content such as music videos, television shows and movie trailers

Those age 35 and older are more likely to view news and sports clips. 

Online video advertising:

  • 15-second spots are not only preferred by consumers to TV-length ads but also perform better. 
  • End-play rates for 15-second spots are 20% higher than 30-second spots. 
  • 66% of consumers ranked "shorter ads than television" as the number one factor when asked what would make video advertising more pleasurable.

Advertising.com's online video study leveraged survey data acquired from a sample of 500 respondents over the age of 18, as well as advertising performance data generated from Advertising.com's video network. 

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