Abstract
This IDC study presents results from our 2007 Consumer Internet Video Survey. Included in this study are results pertaining to Internet video usage in the United States and advertising attached to online video content. The survey was conducted online and engaged consumers ages 13 and up already watching Internet video.
"Despite a current inability to monetize online video, advertising has emerged as the primary contender, edging out à la carte purchases, rentals, and subscription business models. Consumer' s comfort with advertising and the limited commitment required from them will make the inclusion of advertising with online video a relatively smooth transition as advertisers figure out the best way to leverage the potential online video offers," says Elizabeth Curtis, associate research analyst in IDC' s Consumer Markets program.
Table of Contents
- Table of Contents
- IDC Opinion
- In This Study
- Methodology
- Situation Overview
- Consumers and Advertising
- Figure: Types of Online Video Content Respondents Are Willing to Pay to Access
- Figure: Respondents' Interest in Paying for Content to Avoid Advertising
- Figure: Respondents' Feelings About Advertising and Internet Video
- Advertising Formats
- Figure: Most Annoying Ad Formats
- Figure: Abandoning Video Due to Preroll Advertising
- Figure: Respondents' Click-Through Rates for Advertising Connected to Video
- Premium Content Online
- Figure: Respondents' Likelihood to Watch TV Shows Online as They Become Available Through Ad-Supported Streaming
- Future Outlook
- Essential Guidance
- Advertisers
- Online Video Sites
- Learn More
- Related Research
- Synopsis
