comScore, Media Networks Reveal Huge Differences in Online Viewing

Date: 02-20-2008

A new study about online video viewing has revealed mind-boggling differences in the visual consumption habits of Internet video users in the U.S. The study, conducted by comScore and Media Networks, analyzed consumption on the basis of magnitude. The heaviest viewers, who comprised 20% of the total viewers, averaged 841 minutes of online viewing per month; moderate viewers (30%) averaged 77 minutes; and the lightest viewers (the remaining 50%) averaged a paltry 6 minutes each. YouTube was unanimously the most common online video source for all three types of viewers and reached about 54% of viewers total. The research further revealed that moderate viewers prefer specific video content on broadcast TV sites rather than general video-sharing sites. Furthermore, it also indicated that light online video viewers watch TV the most, with 46% of those viewers watching at least 13 hours of television per week.

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