December 9, 2005
Online Video Audience Skews Older

(Via Lost Remote)

35 to 54 year olds are 20% more likely to watch online video than the average internet user, according to a recent study by ComScore, and accounted for more than 45% of the online video audience in August 2005. As ComScore's Erin Hunter notes, "it's not just college kids or bleeding-edge internet users who are streaming videos."

While the bulk of the study is behind a pay wall, the following findings were summarized in the press release:

* More than 100 million users consume online digital media (streams and downloads) in the U.S. in a month, which represents almost 60 percent of the U.S. online population (97.5 million computers).

* Video consumption crosses all dayparts and demographics, with the primetime and daytime dayparts showing particular strength.

* Nearly two-thirds of all U.S. Internet users in August streamed audio or video through a Portal and almost 50 percent did so from an Entertainment site

* More than 17 percent of U.S. Internet users streamed content from a Music site and 15 percent streamed from a Retail site.

All this data is interesting, of course, although it would more useful it it was put in context. For instance, what kinds of content do users watch through streaming video, and what do they prefer to download to their hard drive or DVR? Will people pay for streamed content, or is advertising a more effective means of monetizing the media form? Obviously, some popular streaming videos are advertisments, such as the now-defunct BMW Films and Apple's movie trailers, which presumably more than pay for themselves.