A new report from research firm eMarketer finds that more Americans are watching video online than ever before and the numbers are expected to keep growing.
In a report issued Thursday, eMarketer said more than 50 percent of Americans watched online video in 2011. The growth is expected to continue, too.
By 2014, 76 percent of Internet users and 60 percent of the overall population will be online video watchers, eMarketer says.
“Audience growth over the next four years will come from all demographic segments, but it will be more pronounced among preteen children, older boomers and seniors,” said Paul Verna, an eMarketer senior analyst. “These groups have traditionally lagged teens and younger adults in their video viewing activity, but the gaps will start to close as the market matures. This will give marketers opportunities to take advantage of growth pockets among viewers at either end of the age spectrum.”
Hot categories include:
• Premium content at 49 percent of U.S. adults in 2011 with the percentage increasing to 62.8 percent by 2015
• Full-length movie watching drew 37.1 percent of adult online viewers this year; that percentage is forecast to hit 54.1 percent in 2015.
Mobile online video viewing is increasing sharply as well. Read details here.
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