Yahoo, along with Interpret LLC, Havas Digital, Warner Bros. Media Research and PHD, announced the results of a new research study, “Understanding the Drivers to Video Consumption.” This study explored in-depth how consumers spend time online watching videos.
The following findings were made:
- Prime Time Is Now All The Time – Online video has fundamentally shifted the concept of “prime time.” Prime time (traditionally 8:00 p.m. to 11:00 p.m.) is now “all the time,” as high levels of video consumption occur throughout the day (with the exception of dinner time). The study found spikes in online video consumption for people at work, with 68 percent of respondents watching during the normal business day.
- Videos Are For Sharing – Regardless of time of day, one-third of people who watch a video share it with friends, family members and colleagues.
- Another Form Of Self Expression - Because online video is currently a “personal experience,” the content that is shared is also about personal self-expression. Fully 34% of all videos watched are then shared with others, while 27% of videos come as word-of-mouth recommendations.
More details of the findings can be found at the Yahoo Search Marketing Blog
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