comScore Media Metrix has released the first publicly available analysis of consumer usage of online streaming video content, based on the comScore Media Metrix Online Video Ratings service. In June 2005, more than 94 million people in the U.S. (56 percent of the American Internet population) viewed a streaming video online. Over the three months ending in June, the average consumer viewed 73 minutes of streaming video content per month.
comScore Media Metrix Online Video Ratings deliver key metrics and analysis across specific Web sites and content providers, providing insight into the rapidly-growing streaming media landscape.
“This research confirms that streaming video is now part of the Web experience for a broad base of consumers,” said Peter Daboll, president and chief executive of comScore Media Metrix. “This technology is changing advertising on the Web by allowing richer, more emotive connections between brands and consumers.”
Key findings from the June analysis include:
* Male users, who represent 50 percent of the total online population, account for 61 percent 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- to 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” segment (10 a.m. to 4:30 p.m.) had the most streaming activity with 18 streams per viewer. This was followed closely by “late night” (1 a.m. to 7 a.m.) with nearly 17 streams per streamer and “late fringe” (11 p.m. to 1 a.m.) with 15 streams per streamer.
“Online video is uniquely positioned to break through clutter, changing media preferences, and other obstacles facing advertisers today,” noted Mr. Daboll.
