Abstract
The Online Video Content report analyzes the factors that are inexorably leading to convergence between television and online video content.
It hasn' t happened yet, but full-blown convergence between television and the Internet is on the way.
Today, the bulk of video consumed online is snackable video- bite-sized entertainment- rather than a complete meal of full TV episodes or full-length movies.
The most popular online video content, watched by 40% or more of the US online video audience, are short pieces of five minutes or less: news clips, jokes, movie trailers, music videos, clips from TV shows and entertainment news.
As technology problems are solved, however, making the computer-television connection more viable and pleasurable for the average consumer, online video content will expand in both length and breadth, and professionally-produced material will account for a large part of the menu.
Key questions the “Online Video Content” report answers:
- Is the convergence of TV and the Internet more hype than reality?
- Why do most people prefer professional-quality video more than user-generated?
- Are today' s top video sites the best places for TV-style video content?
- When will the online video audience demographic match the overall Internet?
- How soon will the online video audience reach critical mass?
- And many others.....
eMarketer Reports- On Target and Up to Date
The Online Video Content report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- US Online Video Viewers As a Percent of Internet Users and Total Population, 2006-2012
- Key Questions
The eMarketer View
- Key eMarketer Numbers-Online Video Content
Critical Mass: The New TV Audience Awaits
- US Online Video Viewers, 2006-2012 (millions)
- US Online Video Viewer Growth, 2006-2012 (% change)
- US Online Video Viewers As a Percent of Internet Users and Total Population, 2006-2012
Television and the Internet
- Attitudes of US Internet Users toward Digital Entertainment, by Age, October 2007 (% of respondents*)
- Average Time that Adult Internet Users in North America Spend per Week with Select Media, by Age, 2007 (hours)
- Devices on which US Internet Users Watch Video Content, by Age, October 2007 (% of respondents*)
- Attitudes of US Online Video Viewers toward TV vs. Online Video, July 2007 (% of respondents)
- US DVR* and VOD-Enabled Household Penetration, 2006-2011 (% of TV households)
- Internet TV Sticking Points
- Reasons that US Households Watch TV Online, Q3 2006 & Q3 2007 (% of respondents)
- Degree of TV Watching Compared with a Year Ago Among US Online Video Viewers, July 2007 (% of respondents)
- Reasons that US Online Video Viewers Watch Less TV* Compared with a Year Ago, July 2007 (% of respondents)
- Methods Used by US Internet Households to Watch Video via PC, Q2 2007 (% of respondents)
- Select Online Entertainment Activities of US Internet Users, by Age, October 2007 (% of respondents*)
- Frequency with which US Internet Users Watched TV Shows Online in the Last Three Months, July 2007 (% of respondents)
- US Adults Who Have Watched a Full-Length TV Program Online, August 2007 (% of respondents)
- US Adults Who Have Watched a Full-Length TV Episode Streamed Online*, by Age and Gender, October 2007 (% of respondents in each group)
- Methods Used by US Adults to Watch a TV Episode that They Missed, by Age and Gender, October 2007 (% of respondents in each group)
- TV Networks that Offer Full-Length Episodes for Free on Their Web Sites according to US Adults, by Age and Gender, October 2007 (% of respondents in each group)
What People Watch
- Types of Online Video Content that US Online Video Viewers Watch Monthly or More Frequently, 2007 (% of viewers)
- Types of Online Videos that US Online Video Viewers Have Watched and/or Downloaded, July 2007 (% of respondents)
- Types of Online Video Content Viewed by US Adult Online Video Viewers, December 2007 (% of respondents)
- Leading Online Video Content Categories Used by US Online Video Streamers, Second half 2006 & First half 2007 (% of respondents)
- Type of Online Video Offered on the Web Sites of the Top 100* US Newspapers, 2007 (% of total)
- Leading Types of Online Video Content Viewed by US Young Adult Online Video Viewers, December 2007 (% of respondents)
- Leading Online Video Content Categories Used by US Online Video Streamers, by Age, Second half 2006 & First half 2007 (% of respondents in each group)
- Professional versus User-Generated
- Leading Types of Online Video Content Web Sites Used by US Adult Internet Users Who Watch Online Video, April 2007 (% of respondents)
- Types of Programming Watched by US Video Viewers on Alternative Devices*, 2007 (% of respondents)
- Types of Programming Watched by US Younger* Video Viewers on Alternative Devices**, 2007 (% of respondents)
- User-Generated Online Video Views in the US, 2005-2008 (billions)
- User-Generated Online Video Views in the US, 2006-2008 (% change)
- Select Online Video Activities of US College Students in the Past Month, by Gender, May 2007 (% of respondents in each group)
- Frequency with which US Internet Users Watched and/or Uploaded Online Video in the Last Three Months, July 2007 (% of respondents)
Where People Watch
- Primary Online Video Viewing Location of US Online Video Streamers, June 2007 (% of respondents)
- Types of Web Sites on Which US Online Video Viewers Have Watched Online Videos, July 2007 (% of respondents)
- Web Sites Visited by US Adults to Watch Full-Length TV Episodes Streamed Online, by Age and Gender, October 2007 (% of respondents in each group)
- Top Video Sites
- Reasons that US Adult Internet Users Who Watch Online Video Use Leading vs. Other Types of Online Video Content Web Sites, April 2007 (% of respondents)
- Reach at the Top 15 Online Video Properties in the US, Ranked by Unique Viewers*, July-November 2007 (% of total video audience)
- Market Share* of US Visits to the Top 15** Online Video Web Sites, July-December 2007 (% of total)
- Top 15 Online Video Sites* in the US, Ranked by Unique Viewers**, January-November 2007 (% change)
- Videos Viewed at the Top 15 Online Video Properties in the US, Ranked by Total Videos Viewed*, July-November 2007 (millions)
- Average Number of Videos Viewed per Visitor at the Top 15 Online Video Properties in the US, Ranked by Total Videos Viewed*, July-November 2007
- Finding Video Sites
- Sources Used by US Online Video Viewers to Find Online Videos, July 2007 (% of respondents)
- Methods by which US Online Video Viewers Search and Locate Online Videos, April-May 2007 (% of respondents)
- Streaming vs. Downloading
- US Internet Users Who Have Downloaded and/or Streamed Online Video, by Age, July 2007 (% of respondents in each group)
The Online Video Audience
- Demographic Profiles
- Demographic Profile of US Online Video Viewers, February-March 2007 (% of respondents in each group)
- Demographic Profile of US Adult Internet Users Who Have Visited Video-Sharing Web Sites, December 2006 & December 2007 (% of respondents in each group)
- Demographic Profile of US Adult Internet Users Who Actively* Visited Video-Sharing Web Sites, December 2006 & December 2007 (% of respondents in each group)
- Viewing Frequency
- US Online Video Viewers, by Frequency, April-May 2007 (% of respondents)
- Frequency with which US Internet Users Watch Any Type of Video Content Online, March 2007 (% of respondents)
- US Internet Users Who Watch Any Type of Video Content Online Weekly, by Age and Gender, March 2007 (% of respondents in each group)
- Frequency of Viewing Online Video among US Adult Online Video Viewers, by Age and Gender, December 2007 (% of respondents in each group)
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