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You Tube Users Are Watching Less Television
Harris Interactive have released a new poll gauging the online viewing habits of American adults. The survey was completed by 2,309 online Americans for Harris Interactive in December 2006. They found that nearly 16% of those surveyed were regular YouTube users and of these one in three stated that they are actually watching less traditional television because of the time they spend on YouTube.
The survey also found that 42% of the surveyed American adults had watched an online video at YouTube and that 14% would consider themselves regular users.
A roundup of the published results can be seen below, along with the conclusions from Harris Interactives Senior research manager Aongus Burke.
Whats most striking from the results is the demographic of viewers that YouTube attracts. 76% of 18 to 24 year old males say they have watched a video at YouTube, and 41% visit YouTube frequently. This is precisely the group of individuals that are the hardest to reach through traditional television advertising. Its very clear that if this range is where you market lies, online video provides an unmatched channel of communication as far as video content is concerned.
This fact has not gone unnoticed by television companies who have already succesfully experimented with the airing of TV episodes and accompanying commercials. The BBC is also experimenting with making its television content available online and nearly as many of the adults in the Harris Interactive survey said they had watched such programs from the TV channels websites in the last year.
The impact of online video continues to build in strength and this is going to be an exciting year of developments for on-demand media and entertainment available through the internet. Isn’t it time you launched your online media campaigns?
66% claim they are sacrificing other activities when on YouTube
36% say their visits to the site are most likely to have been at the expense of visiting other websites
32% say their time spent watching TV is next most likely to have taken a hit
20% think that YouTube also pre-empts email and other online social networking
19% defer work/homework
15% aren’t playing video games
12% are not watching DVD(s) and not spending time with friends and family in person
“…YouTube …has really emerged as a major force in, and problem for, the traditional entertainment industry. Not only is YouTube using a lot of their own content to steal the eyeballs they want the most, the site has provided a launching pad to wholly new forms of user-generated video entertainment that are gaining popularity quickly.”
You Tube Users Are Watching Less Television
Harris Interactive have released a new poll gauging the online viewing habits of American adults. The survey was completed by 2,309 online Americans for Harris Interactive in December 2006. They found that nearly 16% of those surveyed were regular YouTube users and of these one in three stated that they are actually watching less traditional television because of the time they spend on YouTube.
The survey also found that 42% of the surveyed American adults had watched an online video at YouTube and that 14% would consider themselves regular users.
A roundup of the published results can be seen below, along with the conclusions from Harris Interactives Senior research manager Aongus Burke.
Whats most striking from the results is the demographic of viewers that YouTube attracts. 76% of 18 to 24 year old males say they have watched a video at YouTube, and 41% visit YouTube frequently. This is precisely the group of individuals that are the hardest to reach through traditional television advertising. Its very clear that if this range is where you market lies, online video provides an unmatched channel of communication as far as video content is concerned.
This fact has not gone unnoticed by television companies who have already succesfully experimented with the airing of TV episodes and accompanying commercials. The BBC is also experimenting with making its television content available online and nearly as many of the adults in the Harris Interactive survey said they had watched such programs from the TV channels websites in the last year.
The impact of online video continues to build in strength and this is going to be an exciting year of developments for on-demand media and entertainment available through the internet. Isn’t it time you launched your online media campaigns?
“…YouTube …has really emerged as a major force in, and problem for, the traditional entertainment industry. Not only is YouTube using a lot of their own content to steal the eyeballs they want the most, the site has provided a launching pad to wholly new forms of user-generated video entertainment that are gaining popularity quickly.”
Aongus Burke, Senior Research Manager of Harris Interactive’s Media & Entertainment Practice