U.S. Households Viewing Broadband Video Doubles: Survey
Online video viewership is booming, with the number of U.S. households watching broadband video doubling over the past year, according to results of a survey by ABI Research.
The percentage of households viewing video content on the Web jumped from 32% to 63% between 2007 and 2008, ABI reports. ABI attributes the increased usage to greater consumer demand for both short-form and long-form video and the proliferation of ad-support video content, including TV shows, and video available through social networks.
Nearly half of Web surfers less than 25 years old indicated they watched TV shows or movies online once a month or more. Among Web surfers aged 25 to 29, 53% said they watched long-form videos with that same frequency.
“Today’s younger consumers are developing habits that will mean drastic changes for the video entertainment market. Many consume a large percentage or even a majority of their video entertainment through online distribution today,” said Michael Wolf, ABI research director, in a statement.
ABI expects that trend to accelerate as more video content migrates to mobile devices. Accelerated broadband speeds, user-friendly content creation tools and Hollywood studios’ initiatives to realize more revenue from movie releases are all factors in the growth of online video viewership.
ABI produced its research brief, Broadband Video Usage Habits of U.S. Consumers based on a survey among 985 online households during the second quarter of this year. Complete results of the brief are available at www.abiresearch.com.
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