Online Video is Ready for Primetime

by mattdentler
June 30, 2011 3:31 AM
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Three years ago, when I first started working in the business of online video over at FilmBuff, it was overwhelming evident that most broadband video streaming took place in the morning or around lunchtime. Why? Because it was mostly caused by people sitting at their desk, either: 1. getting ready for the day ahead or 2. browsing videos during their lunch break. Netflix and other embedded services have changed the trends, and Yahoo just published a study to prove it:

Peak online video viewing today is during prime time, between 6 PM and 9 PM. Only two years ago, prime time showed the biggest dip in online video viewing as people turned off their computers and turned on their TVs. But now, more people are streaming TV shows and movies from services like Netflix and Hulu, and they tend to watch those videos during the same time period they previously watched regular TV. While people may not yet be cord cutting, this data suggests that online watching does encroach upon regular cable and satellite TV watching.

Not surprisingly, people are watching longer form videos online. Today, 18 percent of online videos watched are full length TV shows, versus 11 percent two years ago. And 8 percent are full-length movies, up from 5 percent in 2009. Meanwhile, the percentage of overall video content made up of short clips watched online declined by 10 points from 84 percent to 74 percent.


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