Tuesday, February 13, 2007

Who's Really Viewing YouTube

And You Might Be Surprised at What They're Watching

By Mike Vorhaus SVP-managing director, new media and strategy for Frank N. Magid Associates. Article from Ad Age Digital

Published: February 12, 2007

As online video takes hold in America, many people seem to be under the impression that only young people are drawn to this type of content and that the videos are mostly generated by consumers.

In fact, nothing could be further from the truth. More than 44% of online Americans (ages 12 to 64) use online video weekly -- this has clearly become a mainstream distribution channel for video. And the No. 1 type of video viewed is news, followed by weather and movie clips, all of which are types of content produced by professionals, not by consumers (although often this video is consumer-distributed, meaning consumers are posting it to video-sharing sites).

The demographic watching online video most frequently is males ages 25 to 34; 64% of them watch online video at least once a week. But it's not just limited to young viewers. Among males 55 to 64 years old, 43% watch online video weekly. Among the females the rates are lower with 49% of female teens watching online video weekly and only 27% of females 55 to 64 watching online video weekly.

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