Men are significantly more likely than women to view online video content over the course of a week 67.6% versus 49.4%, respectively. The eyeballs truly glued to online video are 18-24 years old men, of whom one-third (33.7%) watch some type of online video content daily.
The Burst survey also revealed several interesting findings about consumers' online video viewing habits:
- Professional Video Beats User Generated Video in Popularity: News clips are the most popular online video content (44.4% of consumers). Other types of video content watched include: music video (37.5%), comedy video (35.5%), movie trailers/advertising (33.7%), TV show video/clips (33.1%), entertainment news (29.9%), sports/sports news (21.8%), instructional video (19.2%), political videos (15.3%) and cooking videos (9.0%). Surprisingly, user generated content ranks very low (15.4%) with online audiences.
- For The Young Crowd, Entertainment Rules: The Burst survey found significant differences between age segments and the types of online video content consumed. Music videos literally rock with respondents 18-24 years, as over half (53.1%) say they seek it out online. Music is followed closely by comedy video (46.9%), TV show video/clips (44.4%), and movie trailers/advertising (43.0%). Entertainment is also the most popular video content viewed by respondents 25-34 years. Beyond the age of 35 years, respondents clearly make news their leading choice of video content.
- Good News: Consumers Remember Seeing In-Stream Ads in Online Video: The Burst survey revealed that more than half (53.6%) of online video viewers recall seeing in-stream (pre, mid, post-roll) advertisements in content they've watched. However, advertising placement in online video is not met with overwhelming consumer approval. In fact, the Burst survey revealed that three quarters (78.4%) of respondents say in-stream advertisements in online video are intrusive; and one-half (50.4%) say advertisements in video content disrupts their web surfing experience. Women are more likely than men to say advertisements in video content disrupt their web surfing experience, 53.1% versus 48.1%.
- Bad News: Half Stop Watching Video Content if an Ad Appears, Or Worse: The Burst survey found that one-half (50.7%) of respondents stop watching an online video once they encounter an in-stream advertisement. Ominously, 15.3% of respondents report they immediately leave the website once they encounter an in-stream advertisement in an online video. In regards to advertising effectiveness, in-stream advertising in online video does not always make a lasting impression. In fact, two-thirds (69.1%) of survey respondents say they pay about the same or less attention to in-stream video advertisements than they do to standard creative units on the same page.
- However, Some Segments Admit Recall of Ads Placed in Video Content: For marketers looking to reach the college/young-adult segment, advertising in online video content might be quite effective. The Burst survey found that respondents 18-24 years are the most tolerant of in-stream advertisements with over one-half (57.6%) saying they will watch an advertisement in an online video and 38.5% saying they pay more attention to in-stream video advertisements than they do to standard creative units.
Forrás: Burst Media