Study: Americans Prefer Short, Free Web Videos Inc.
Most Americans, especially young Americans, with Internet access are streaming videos online. But when it comes to watching lengthy videos, such as television show or movies, consumers still prefer doing so on their televisions, according to MOTION, a biannual study of digital video behaviors by marketing research firm Ipsos Insight.
The study, released on Monday, shows that fifty-eight percent of Americans age 12 and older with Internet access have streamed some form of video content. The study reports that the typical video streamer skews younger (three in four teens age 12-17 and young adults age 18-24 have streamed video online). They are also more likely to have higher incomes and be highly educated, even more so than the typical Internet user. “As a result, the streaming market is key to delivering the audience the advertisers covet the most,” the study says.
The YouTube Effect
Three-quarters of all digital video streamers have streamed short news or sports clips, while two-thirds have streamed amateur or homemade video clips, the study says. And most prefer video clips that are three minutes or less. The study attributes this to the universal appeal of YouTube, said Brian Cruikshank, executive vice president of the Ipsos Insight Technology & Communications practice, in a statement. Forty percent of video streamers reported that they accessed YouTube, many within the last 30 days. MySpace and Google Video are two other popular sites, the study says.
Despite the popularity of streaming, most Americans have never streamed a movie or television show, but 43 percent surveyed said they had some level of interest in doing so. The most common barriers to downloading longer content are users’ unwillingness to pay for the content and perceived difficulty in burning the files onto a DVD so that it can watched on a living room TV. “Obviously, with more technology coming onto the market facilitating the sharing of video files between PC and TV, some of today’s purchase barriers may soon begin to dissipate at some level,” said Cruikshank.