Yahoo! published a new research of video online viewers

A new study published by Yahoo, demonstrates the shift pattern of consumption of online media. More and more people watching longer videos and more people are watching them at night in prime time. The chart below shows the time when people are watching video online. The blue line reflects the way things are things now (2011), and the dotted line – the situation two years ago (2009). Between the two lines, there are about 30% of the difference in performance.

time shift video

time shift video

What has changed? Peak viewing online video now accounts for a time prime time, between 6 and 9 pm. Just two years ago at this time there was the deepest “dip” in the number of hits, as people turn off the computer and the television. Now, with the development of services that offer high-quality streaming TV and movies, for example, Netflix and Hulu, people go to watch these videos at the same time period in which they looked normal TV. Despite the fact that viewers do not give up cable altogether, these studies suggest that online scans may exceed the usual views of cable or satellite television.

It is no wonder that people look at this on-line for longer videos. Currently 18% of online video, which users are browsing, represent full-length TV shows, two years ago, this form of video takes 11% of the display. 8% are full-length movies, against 5% in 2009. At the same time, the proportion of content submitted short films clips, declined 10% from 84% to 74%.

video viewership

video viewership

 
Some of the data obtained during the investigation:

A smaller number of users began to share the video: 26% vs. 34% in 2009. This may reflect the tendency of the general “aging” audience and the rarer use of social options by older viewers.
Viewers more memorable ads in professional commercials than amateur videos (45% vs. 36%).
Online video viewing more often when displaying it in the context of the article, 57% of respondents answered that they like the mix of articles and video clips.
Based on materials from TechCrunch

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