The Increasing Popularity of Streaming Video
The number of video streams increased 80.7 percent, for a total of 14.2 billion streams. Broadband streams made up 79.3% of total streams served. The number of U.S. at-home broadband users increased 36 percent, accounting for 55 percent of the total U.S. at-home users by the end of December.
Video streams viewed rose by 50.2% in 2005 to 17.95 billion across all sites and networks. Broadband streams made up 84.9% of total streams served. In June, more than 94 million people in the U.S., or 56 percent of the domestic internet population, viewed a streaming video online. Consumers between the ages of 35 and 54 years old accounted for more than 45 percent of all online video watched in August. Male and female viewers spent virtually the same amount of time viewing online video content. However, the 18-34 year-old male segment, which has proven difficult to reach through other media, viewed a significantly greater 84 minutes of online video content per viewer.
"Advertisers are waking up to the potential of internet video units. People want more than a two-dimensional experience online, and this powerful medium now reaches everyone with engaging and interesting content. Contrary to public perception, it's not just 'college kids' or 'bleeding edge' internet users who are streaming videos. Publishers are using innovative approaches to deliver their content, using high-quality video product clips, music videos, movie trailers--even full news broadcasts--to engage their consumer. This creates a fantastic opportunity for advertisers to capitalize on what is now a mainstream audience." Erin Hunter, senior vice president of comScore Networks Media and Entertainment Solutions
"There is clearly an audience for entertaining video content online. More importantly this audience has shown that they are receptive to the right kind of advertising messages if it means they can access the content for free." Darryl LaRue, vice president of sales, Warner Bros. Online
Last Revised 3/2006
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