According
to recent findings released by Ipsos Insight from MOTION, a study of
digital video behaviors, at the end of 2006 58% of Americans age 12 or
older, with Internet access, had streamed some form of video content
online...100 million Americans, or 44% of the overall US population age
12 or older.
Brian
Cruikshank, Executive Vice President of the Ipsos Insight Technology
&
Communications, said "... the YouTube phenomenon has caught on with
Americans, and given their appetite for video, the ability to select
and watch exactly what you want online has become a strong lure for
many consumers. And it's instant
gratification for entertainment lovers."
The report goes
further to say that 28% of Americans age 12+ have downloaded a digital
video file, with a significant amount of overlap between these two
types of digital video formats -
so many consumers who stream video also experiment with downloading
video online.
Teens
and young adults are the most likely to stream video online: three in
four of all teens age 12-17 and young adults age 18-24 in the US have
ever streamed
digital video content online. The demographic of the typical video
streamer skews younger, are more likely to have higher incomes, and be
highly educated.
|
Ever Streamed a Digital Video File Off the Internet (% of all respondents)
|
|
Age
|
% who have streamed
|
|
Total
|
58%
|
|
Total males
|
64
|
|
Total females
|
51
|
|
12-17
|
73
|
|
18-24
|
75
|
|
25-34
|
61
|
|
35-54
|
56
|
|
55+
|
44
|
|
Source: Ipsos Insight, 2007
|
Today,
teens and
young adults, on average, have stored 20% of their entire video library
either digitally (stored on a hard drive) and/or have burned this
content onto DVD-R, says the report. The size of consumers' digital
video libraries will continue to grow as
the streaming and downloading market matures.
Shorter video
clips are by far the most preferred type of video file accessed today
by Internet users. Three quarters of all digital video streamers have
streamed short news or sports clips,
while two thirds have streamed amateur or homemade video clips.
40%
of those that have streamed or downloaded video content have accessed
YouTube, and many in the past 30 days. Other video file sharing sites
such as MySpace and Google Video
are also common destinations for video streamers, with about one in
five ever having accessed these two sites overall.
|
Types of Digital Video Streamed (% of respondents having "streamed")
|
|
Type
|
Ever Streamed
|
Past 30 Days
|
|
News, commentary, sports clips
|
75%
|
51%
|
|
Movie/TV trailers, previews, clips
|
77
|
48
|
|
Amateur of homemade video clips
|
67
|
46
|
|
Music videos
|
63
|
33
|
|
Commercials, advertisements
|
48
|
27
|
|
Full length TV shows
|
26
|
14
|
|
Concerts
|
15
|
6
|
|
Full length
movies
|
15
|
6
|
|
Other
|
62
|
40
|
|
Source: Ipsos Insight 2007
|
Most
Americans still have never streamed or downloaded a full-length TV show
or
movie. However, despite the relatively low prevalence levels of
downloading movies and TV shows among US adults today, many appear to
find the idea appealing: 43% of all digital video downloaders and
streamers express some level of interest in
downloading full length movies in the near future, while 38% express
interest in full length TV show downloads. The most common barriers to
downloading are users' unwillingness to pay for this content, as well
as a perceived difficulty or
inability to burn these files onto DVD.
