YuMe just released a Whitepaper: Online Video and Television Viewing Attitudes and Behaviors, which is a really long title. But with a title that long it's bound to be a wealth of information, so I'll dive in and pull out tidbits here and there from it and report back to you. The first tidbit of information is related to consumption of online video and plans for this year in regards to consumers.
It's in the first couple pages of the whitepaper, which was compiled from survey data across the YuMe network. The surveys were done by Frank N. Magid Associates among a sample of 498 viewers over a 6 week time period and viewers were U.S. residents, ages 13-54, who watch online video once a week or more.
The Margin of Error Section
Whoa, wait a second, 498 viewers? We need to some quick margin of error math to understand what that means. Sorry, for those that are mathematically challenged, I'll keep it light.The sample size was 498 people out of an online viewer population of 172 million (according to comScore).
I'm going to use the easier of the margin of error formulae:
Now then, if the report says that 48% of viewers are going to increase their online video viewing, and we apply the margin of error, that means it's between 43.6% and 52.4%. So now you've got a good idea and for the rest of this article, we'll quote ranges. Now if you wanted to be more exact, we would have to find out the exact number of the 172 million online video viewers in the US who watch video online one or more times per week. Considering that the average per user was 14.6 hours in December (comScore again), it's a safe bet that they all watched at least one per week.
Alright, now that we've covered the itching in my brain that makes me skeptical, let's move onto their actual data.
This graph actually shows us a couple things. The first bar shows that 56.6 to 65.4% of online viewers are watching more video now than they were last year. That's not a surprising fact considering that comScore reported 177.8M US Internet users watched videos in December 2009 and they watched only 3.1 hours each on average, a full 11.5 hours less per viewer on average than Dec. 2010.
The second bar shows only a 5.6 to 14.4% drop in TV viewing. What that tells me is that people are really just finding more time to watch video apparently.
The third bar is the one where the title of this article comes from. Overall they say there will be a 45% change and that 48% of viewers will increase their online viewing. On the flip side only 4% say they'll watch less TV.
I dug up some recent numbers for US average TV viewing. American's watched 35.6 hours of TV a week, that's a 1% increase over last year, according to Nielsen. Check the cool graph straight from an amazing Nielsen infographic I am going to talk about in another post.
That's pretty much a full-time job in France (they have a 35 hour full-time work law). Anyway, that means that Americans who watch at least one video online and watch TV are averaging 50 hours per week of sitting on your butts watching some form of video. Can I make a suggestion? Go read a book! Ok, sorry, I'm still carrying some anger or the whole AOL CliffNotes video thing I guess. Seriously, go outside and do something that doesn't require staring at an LCD screen. With 50 hours of video viewing and 40 hours of work along with 56 hours of sleep (avg 8 hours a night) that's 146 hours of 168 per week that you're sedentary for the most part, that's 86% of your life.
Damn, who put that soap box under my feet again?
Age Group Break Down of Online Video Consumption Increase
Since we're talking about online and there's discussion about Generation Z (the digital generation), it's always good to see who it is that is consuming the video, especially from an advertising and marketing standpoint so you know who it is that you are targeting and if you're hitting them.
You can see that a major portion of those who increased online video viewing are 35-54 and are not in fact Generation Z. The majority are female and have no children. College and marriage are almost split down the middle.
Generation Z is just turning 20 or so right now, so it seems that they're not watching more than they did last year. However, it's also entirely possible that they are watching much higher amounts of online video than their older counterparts and that could account for the difference in the percentages .
Heavy vs. Moderate Online Video Viewing
Finally, I'll leave you with this last chart from their whitepaper:
You can see that those who watch at least one video online daily watch a larger percentage of their overall video, online than those who watched only several times per week (which could be from 2 days to 6, mind you). The cool thing here, as far as I'm concerned, is the major difference in the long form consumption. Around 50% of those who watch daily, watch long form and even about 35% of moderate online viewers watch long form. Those are probably larger numbers than we've been led to believe by some other recent research.
Overall, 65-75% said they watch short form online while 2-10% say they watch that on TV. That's just a silly number for them to include because really, how much sub-5-minute content is being made for TV? Again in the 5-15 minute length there's a roughly 30% difference online vs TV. IN the 16 to 29 minute length 10-18% said they watch it online while 4-13% said they watch it on TV. I still can't really put my finger on TV shows in that length range. Anyone?
There are also massive disparities in the 30 and 60-minute program lengths. 20-30% watch 30-minute online while 70-80% watch it on TV. For the hour-long shows the numbers are similar 25-33% vs. 83-91% on TV. Longer than an hour, essentially film, showed a far lower percentage of TV viewing, only 54-62% while still 21-30% watch that online. We might title that the Netflix Effect.
The majority of these viewers are obviously doing it at home or work yet almost a third of them have smartphones or PDAs. Now that doesn't mean they're using it to view the content, that was something that was not addressed in the whitepaper, which I think they should have as they're talking about online video attitudes and behavior and that would fall into behavior one would imagine.