Online Viewing Shifts Towards Longer Videos
A new eMarketer survey points to a brighter future for online concerts and other forms of long form music videos. “If the first iteration of online video was about silly pet tricks on YouTube, the next wave will be about professionally produced full-length content...” according to Paul Verna, eMarketer senior analyst. “This shift will be propelled by a combination of technology integration, demographics and a growing comfort level with the idea of watching video hosted on Websites.”
Much of the growth in long form video viewing comes from the growth of Hulu and the increasing integration of the internet and television sets. In fact, In-Stat expects US shipments of Web-enabled devices that support TV applications to increase from 14.6 million this year to 83.4 million by 2014.
But overall video viewing is growing too, so don't expect the the quick pleasure of short form music videos to go away anytime soon.
The highest penetration of online video viewing is among 18- to 24-year-olds, with 25- to 34-year-olds and teens not far behind. Retrevo found that 29% of under-25s get all or most of their TV online, compared with 8% of the video viewing population as a whole.