MUMBAI: More than 94 million people in the US in June 2005, or 56 per cent of the domestic Internet population, viewed a streaming video online, according to research firm comScore Media Metrix. Over the three months ending June 2005, the average consumer viewed 73 minutes of streaming video content per month.
The research firm released analysis of consumer usage of online streaming video content, based on the comScore Media Metrix Online Video Ratings service.
comScore Media Metrix's online video ratings deliver key metrics and analysis across specific Web sites and content providers, providing visibility into the rapidly-growing streaming media landscape. comScore Media Metrix president and CEO Peter Daboil says, "This research confirms that streaming video is now part of the Web experience for a broad base of consumers. This technology is changing advertising on the
Web, by allowing richer, more emotive connections between brands and consumers."
Key findings
- Male users, who represent 50 per cent of the total online population, account for 61 per cent of all video streamers.
- Male and female viewers spend virtually the same amount of time viewing online video content (72.4 and 70.6 minutes respectively). However, the 18-34 year-old male segment, which has proven difficult to reach through other media, views a significantly greater 84 minutes of online video content per viewer.
- For the month of June, the Daytime daypart (10 am to 4:30 pm) had the most streaming activity with 18 streams per streamer. This was followed closely by Late Night (1 am to 7 am) with nearly 17 streams per streamer and Late Fringe (11 pm to 1 am) with 15 streams per streamer.
Daboil adds, "Online video is uniquely positioned to break through clutter, changing media preferences, and other obstacles facing advertisers today. comScore is excited to have developed the only technology that can measure this revolutionary change in the advertising landscape."
Broadband Enterprises distributes online video content across a network of more than 350 publishers. The company's president and CEO Matt Wasserlauf says, "With comScore Media Metrix Online Video Ratings, we now have the tools necessary to give media buyers the utmost confidence in their placements. comScore helps provide objective viewer metrics as television budgets increasingly migrate to broadband."
comScore Networks provides insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than two million consumers who have given comScore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore says that it measures what matters across a broad spectrum of behaviour and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design marketing strategies and tactics that deliver superior ROI.
comScore states that its services are used by AOL, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestle, Bank of America, Universal McCann, the US Postal Service, GlaxoSmithKline and Orbitz.
