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Online video viewing erodes TV watching
A new study conducted by ICM for the BBC suggests that the increase in online videos is eating into TV viewing time.The news will be welcome to online advertisers wanting to tap into the up-and-coming web-based video ad market, which looks set for tremendous growth in the coming years.
According to the poll, 43 per cent of those who watch video on the internet or on a mobile device at least once a week said they watched less TV as a result.
Regular viewers of web videos amount to nine per cent of the population, with a further 13 per cent watching occasionally and ten per cent more saying they expect to start in the coming year.
The BBC and other channels plan to make their shows available on demand on the internet from the end of this year or the beginning of 2007, making the most of the video boom whose most visible incarnation is YouTube.
Also clear from the study is the fact that most online video watchers are young people – 28 per cent of 16 to 24-year-olds watch more than once per week.
ICM interviewed a random sample of 2070 people for the study.
Online videos have been embraced by the likes of Prince Charles, who has created a video diary for his website charting a day in his life.
Online Advertising news posted on 28 November 2006
