Study: Heavy Online Video Viewers Obsessed20 Feb, 2008 By: Erik Gruenwedel
Aficionados of online video, who comprise 20% of Web-based viewers, exceed moderate viewers nearly 11 times (877 minutes vs. 77 minutes) in the amount of video watched monthly, according to a new study.
The report by ComScore, a Reston, Va.-based media data research firm, found that light online video watchers, who account for 50% of the market, average just six minutes of video a week by comparison.
“The difference in consumption was astounding,” said Jarvis Mak, VP of research and insight at ComScore. “The usage differences are reminiscent of the early days of the Internet.”
The top video site among the three user groups was YouTube, with 54% market penetration globally and featuring predominantly user-generated content.
Moderate video viewers tended to opt for material from broadcast TV sites, including ABC, CBS, Scripps TV and CMT.
Light online viewers tended to watch more TV (13 hours per week) than moderate and heavy video viewers who watched 39% and 30%, respectively, the amount of TV of light viewers.