A new study by Yahoo shows that online video watching habits are shifting. People are watching longer videos and watching more at night during primetime. The chart below shows when people watch videos online. The blue line is today (2011) and the dotted line is two years ago (2009). Clearly there has been a significant shift during prime time period in only 2 years:
The key findings of the study are as follows:
- 18% percent of online videos watched are full length TV shows vs. 11% percent two years ago.
- 8% of online videos watched are full-length movies vs. 5 percent in 2009.
- Although short clips make up 84% of all online videos viewed, it has declined significantly to 74 % since 2009
- A smaller percentage of people are sharing videos, 26% vs. 34% in 2009. This may be due to older people watching online videos, and sharing less.
- Advertiser recall is better with ads on professionally produced videos (45%) than on videos “made by people like me” (36%).
On a final note, You Tube, who clearly has the lion’s share of online video content viewed, is currently working with a number of small production houses in the US with a view to producing some longer, more professional quality video content so that it can effectively firm up its long content video offering o complement its monopoly of short form content.
It’ll be interesting to see the tone, manner and quality of these long form productions.
One thing is for sure, our industry needs to closely watch these rapidly changing media consumption habits and be prepared ahead of the curve to avoid any unwanted surprises !