New research has found that there is a large US audience of young, influential, engaged viewers who watch a great deal of long-form online video and pay attention to the brand messages delivered to them in online video environments.
Of these Engaged Viewers, those who spend the most time consuming and sharing long-form content:
Steve Mitgang, CEO of Veoh Networks, said: “As online video viewing continues to grow as a primary source of entertainment, it will create many new opportunities for content providers and advertisers alike to reach engaged, influential audiences.
“Now is the time for advertisers to re-think their approaches to marketing in online video in order to captivate these valuable viewers as they drive online video into a mainstream entertainment medium.”
Forrester conducted the study with more than 1,013 people in the US who watch online video at least an hour each week.
The study further segmented Engaged Viewers into three sub-groups based on time spent watching video, types of videos watched, comfort level managing the video viewing experience, propensity to share videos, and amount of attention paid to online video compared to TV:
The total number of consumers watching video streaming through a browser in the US has doubled over the past year, going from 32% to 63%, according to a recent survey of US online households by ABI Research.
Much of the longer-form content in the form of TV shows or films online, is being watched by younger viewers, said ABI (see Number Of US Households Watching Online Broadband Video Has Doubled).
Closer to home, comScore Video Metrix released figures which showed that More than 27.4 million UK internet users (78% of the total UK internet audience) viewed 3.2 billion videos online in June 2008 (see More Than 27.4m UK Internet Users Watched 3.2bn Videos Online In June).