Online Video: Primetime Rules Don’t Apply
Internet video-viewing patterns are dramatically different from traditional TV-watching patterns and require a different approach to advertising and a new model for measuring video engagement online, according to a study conducted by Interpret LLC.
The study - which was commissioned by Yahoo, Havas Digital, Warner Bros. Media Research, and PHD - found that online video viewing patterns are more spread out during the day than TV patterns and online video is more likely to be shared with others. It also suggested that online videos are watched during work and school time.
Key viewing-pattern findings from the study:
- There are similar spikes in online video consumption for people at work and at home, with approximately 70% watching during the day and at night.
- There are spikes in online video consumption among men, women, students and full-time employees during the hours of 12 pm- 3pm, and then again between 9 pm- 1 am.
- The lowest amount of online video consumption is around dinnertime from 6 pm- 9 pm.
- Regardless of time of day, one-third of people who watch a video share it with friends, family members and colleagues.
Comments [0]