Bad news for the big box in the family room; audiences of all ages—but especially men and younger people—are forgoing their TVs and going online to stream shows, movies and viral video clips, MediaPost reports.
Fifty-eight percent of Americans now stream digital video—that’s 20 percent more than five years ago. The most active group is 18- to 24-year-olds; 60 percent watch some programming online, and 1 in 4 watch five or more hours each week. That’s twice the rate of 25- to 49-year-olds.
Male streamers are also fueling the trend. In March 2012, men watched an average of 4.3 hours of online video per month, up 5 percent from the previous year, as shown in this infographic from Adweek.
Advertisers could strike gold with these burgeoning audiences, especially because online commercials are proving to be more impactful than TV ads. The vast majority of online viewers (87 percent) stream ads start to finish, or 20 seconds on average. Compared to TV, online commercials have twice the message stickiness for viewers, 40 percent versus 20 percent, and double the brand recall.
“Digital video presents a big opportunity for marketers, given that online viewers are receptive to ads … and that viewing is growing among hard-to-reach audiences like adults 18-34 and light TV watchers,” Adweek reports.