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Online Video in High Demand - In-Stream Ads Not So Much


72 percent of online respondents to a Burst Media survey said they view online video, with men more likely than women to say so - 76.6 percent versus 67.7 percent.

In each age segment, most said they watch online videos, including 58.6 percent of those 65+, MarketingCharts writes.

Among the survey findings:

  • Some 58.8 percent say they view online video at least once a week, with men significantly more likely than women to say so: 67.6 percent versus 49.4 percent.
    • Males 18-34 view the most online video content: 74.0 percent say they view online video at least once a week.
    • Fully one-third of men age 18-24 watch online video content daily.

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  • News clips are the most popular type of online video content, cited by 44.4 percent of respondents.
    • Music (37.5 percent), comedy (35.5 percent), movie trailers/advertising (33.7 percent), TV shows/clips (33.1 percent) follow.
    • Next are entertainment news/reviews (29.9 percent), sports/sports news (21.8 percent), instructional/how-to videos (19.2 percent), home/user-generated video (15.4 percent), political videos (15.3 percent), and cooking video (9.0 percent).
  • The type of online video watched varies significantly by age:
    • Among those age 18-24, 53.1 percent say they seek it out music videos, followed by comedy (46.9 percent), TV show video/clips (44.4 percent), and movie trailers/advertising (43.0 percent).
    • Entertainment is the most popular among respondents age 25-34 as well.
    • For those age 35+ news is the most popular.
  • More than half of online video viewers (53.6 percent) recall seeing in-stream (pre-, mid-, post-roll) ads in content they've watched. The youngest and oldest segments have the lowest recall.
  • Half of respondents (50.7 percent) say they stop watching an online video when they encounter an in-stream advertisement; 43.2 percent say they watch the ad and the remaining video content.

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  • Nearly 8 in 10 (78.4 percent) say in-stream advertisements in online video are intrusive, and 50.4 percent say such ads disrupt their web-surfing experience.
  • Half (49.7 percent) of respondents say an in-stream ad makes them less likely to view other video content they may encounter online.

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