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Viewing report
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Digital Entertainment: Streaming Video in the United States 2010
Mintel, Jan 2010, Pages: 88
According to the Council of Research Excellence, the Ball State University Center for Media Design and Sequent Partners, in spring and fall 2008 US consumers spent an average of 347 minutes per day watching live television, DVR playback or DVD or VCR movies. This compares to roughly 24 minutes per day for streaming online video in November 2009. Combining these two points of data gives online video a share of 6.5% of video minutes watched daily, suggesting that the migration of video usage from a cable, satellite or broadcast source to an internet source must be viewed as an evolution, rather than a revolution; however, as presented in the details of this report, that evolution is well under way.
Given this substantial attention, it appears likely that ad-based streaming video is under-monetized among suppliers, and under-used by ad buyers. This report aims to help both sides bridge this gap, as well as providing insights into how to grow usage further. Subjects covered include:
- Competition from other types of video
- Competition from other business models of online and streaming video
- Which content segments have the greatest audience, and the effect of demographics upon usage
- Analysis of the major players in the market
- Which advertising efforts on streaming video sites have the greatest reach and impact among different demographic groups
- How hardware penetration effects the market
- What’s next for the streaming video market
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