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Viewing report
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Online Video Content: The New TV Audience
eMarketer, Feb 2008, Pages: 24
Ironically, as the TV audience becomes more and more fragmented, traditional television players, the networks and the studios, are reaching out to where the audience really lives—the Internet.
The Online Video Content report analyzes the factors that are inexorably leading to convergence between television and online video content.
It hasn’t happened yet, but full-blown convergence between television and the Internet is on the way.
Today, the bulk of video consumed online is snackable video—bite-sized entertainment—rather than a complete meal of full TV episodes or full-length movies.
The most popular online video content, watched by 40% or more of the US online video audience, are short pieces of five minutes or less: news clips, jokes, movie trailers, music videos, clips from TV shows and entertainment news.
As technology problems are solved, however, making the computer-television connection more viable and pleasurable for the average consumer, online video content will expand in both length and breadth, and professionally-produced material will account for a large part of the menu.
Key questions the 'Online Video Content' report answers:
-Is the convergence of TV and the Internet more hype than reality?
-Why do most people prefer professional-quality video more than user-generated?
-Are today’s top video sites the best places for TV-style video content?
-When will the online video audience demographic match the overall Internet?
-How soon will the online video audience reach critical mass?
And many others…
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