Online video viewing continues to grow—particularly in such categories as full-length movies and TV shows—according to a study by Yahoo Insights: More than half (57%) of users now watch online video on any given day, up from the 43% who did so in 2009.
The online video market has evolved over the past two years, with full-length movies (8%) and TV shows (18%) gaining in popularity as a share of total videos viewed. Even so, nearly three quarters of videos watched (74%) are short clips, though that level is down 10 points from 84% in 2009.
Below, other findings from the new report titled, "Phase 2 of Video: Revolution Evolution," by Yahoo and Interpret.
Nighttime Viewing Rising
Video watching between 6pm and 9pm has grown more than 30 percentage points over the past two years, while viewership during "business hours" (9am-5pm) has declined:
The growth of services such as Netflix and Hulu (with viewership levels more than doubling over 2009 levels, 200% and 67%, respectively) have likely prompted the growth in evening video streaming, Yahoo notes.
Ad Receptivity Increases with Production Value
Video advertising receptivity increases when tied to professionally produced content.
Professionally made videos are more successful than user-generated videos across various ad metrics such as ad recall (45% vs. 36%) and retaining product or brand information (19% vs. 12%).
Ads associated with professional content are also more likely to be viewed as relevant to consumers.
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More Streams Shared, but Fewer Sharers
Although there has been an overall increase in streams shared, the proportion of viewers sharing videos has fallen: 26% of consumers reported having shared video they had viewed in the previous 24 hours, compared with 34% who did so in 2009.
Interestingly, the overall video sharer has gotten older, with the age 25-54 demographic growing from 64% of viewers in 2009 to 72% in 2011.
About the data: Yahoo Insights partnered with Interpret to survey more than 4,100 online video viewers about their last viewing experience in the previous 24 hours. The survey was conducted in May 2011.
