Online Video Viewing Becoming More Common

Posted on February 27, 2005

The Online Publishers Association (OPA) has announced the results of its Online Video Viewing Study. Conducted in partnership with Frank N. Magid Associates, the study surveyed 27,841 Internet users age 13 and older and found that online video viewing is a common activity for many Internet users. More than half of those surveyed (51%) indicated that they watch video online at least once a month, 27% watch at least once a week and five percent watch video online daily.

Most frequently done at home, online video viewing is strong throughout the day, evenings and weekends. While 47% view online video on from 8 a.m. to 5 p.m., viewing peaks from 5 p.m. to 11 p.m. on weekdays with 57% indicating they watch online videos at that time. Viewership shows a second spike on weekends, with 43% indicating they usually watch online videos then. News clips, viewed by 66% of those surveyed, are the most commonly watched type of online video, followed by movie clips and trailers at 49%. However, sports highlights are watched most frequently, with 48% watching at least once a week, and 11% watching daily.

Eighty-five percent of those surveyed said that when they watch videos online, they watch them in their entirety. Even among those who said they do not watch the video in its entirety, 61% say they watch until they have the information they want. Seventy percent of respondents said they had seen a video advertisement online, and 44% said they had taken some action as a result of seeing that ad.