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Video Content and Syndication:
Long-Form Content on the Rise
Online video viewership has increased steadily in the US in the past several years, and eMarketer’s forecasts call for continued growth through at least 2014.
A growing portion of the video audience is watching TV shows and movies online, reflecting a shift in the content mix from short user-generated clips to full-length professional content. This shift is the result of a confluence of factors, including the greater availability of long-form content, the popularity of venues such as Hulu and broadcast TV sites, technology developments and internet users’ growing comfort with online video. Sports programming is also moving swiftly into this realm, with mega-events such as the Olympics, March Madness and the World Cup reaching tens of millions of viewers through live streaming.
As online video strengthens its hold, content owners are getting more sophisticated about how they syndicate their content online, whether by building social network interaction into their players, populating clips across sites such as YouTube and Hulu, or employing the services of ad networks and content specialists to maximize exposure to media.
Technology companies are also seizing an opportunity to market devices that take advantage of the consumer’s desire to merge the online and TV viewing experiences. These trends are creating an environment in which online video will continue to thrive well into the future.
Key questions this report answers:
- How many people in the US are watching video online?
- What are the demographic patterns of the online video audience?
- How is the content mix shifting, and what factors are driving this shift?
- How is video content syndicated online?
- How are monetization models changing?
Online video viewership has increased steadily in the US in the past several years, and eMarketer’s forecasts call for continued growth through at least 2014.
A growing portion of the video audience is watching TV shows and movies online, reflecting a shift in the content mix from short user-generated clips to full-length professional content. This shift is the result of a confluence of factors, including the greater availability of long-form content, the popularity of venues such as Hulu and broadcast TV sites, technology developments and internet users’ growing comfort with online video. Sports programming is also moving swiftly into this realm, with mega-events such as the Olympics, March Madness and the World Cup reaching tens of millions of viewers through live streaming.
Executive Summary
 US Adult Internet Users Who Watch Full-Length TV Shows Online, 2008-2011 (millions)
Key Questions
The eMarketer View
Online Video Viewers
US Online Video Viewers, 2008-2014 (millions and % of Internet users)
Online Activities of US Internet Users, Q3 2009 (% of respondents)
US TV, Online Video and Mobile Video Viewers, Q1 2009, Q4 2009 & Q1 2010 (thousands)
US Online Video Viewers, 2003-2010 (% of respondents)
Time Spent Watching TV, Online Video and Mobile Video in the US, Q1 2009, Q4 2009 & Q1 2010 (hrs:mins)
Video Streaming Habits of US Gamers and Total Internet Users, August 2009 (% of total in each group)
Demographics
US Online Video Viewers, by Age, 2008-2014 (millions)
US Online Video Viewers, by Age, 2008-2014 (% of Internet users in each group)
US Online Video Viewers, by Age, 2008-2014 (% of total)
US Online Video Viewers and Nonviewers, by Age, December 2009 (% of respondents)
US TV, Online Video and Mobile Video Viewers, by Age, Q1 2010 (% of total)
Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2010 (hrs:mins)
Amount of TV Watched on the Internet According to US Internet Users, by Age, February 2010 (% of respondents in each group)
US TV, Online Video and Mobile Video Viewers, by Gender, Q1 2010 (% of total)
US Internet Users Who Watch Most/All of Their TV Online, by Gender, February 2010 (% of respondents in each group)
Ways in Which US College Students* Have Watched TV Online, by Gender, March 2009 (% of respondents)
Content Landscape
Types of TV Content Watched on Alternative Platforms* According to US Internet Users, by Age, Fall 2009 (% of respondents)
Types of Online Video Watched Regularly* by US Online Video Viewers, December 2009 (% of respondents)
User-Generated and Professionally Produced Online Video Metrics in the US, 2009
TV and Movies Online
US Adult Internet Users Who Watch Full-Length TV Shows Online, 2008-2011
Comparative Estimates: US Online TV Viewers, 2008-2010
Preferred Method Used by US Internet Users to Watch Their Favorite TV Shows, 2007-2009 (% of respondents)
Reasons US Internet Users Watch TV Shows Online, January 2010 (% of respondents)
Reasons that US Cross-Platform* Video Viewers Watch TV Shows Online, December 2009 (% of respondents)
US Internet Users Who Have Streamed or Downloaded a Full-Length Movie, 2008 & 2009 (% of respondents)
Primary Method Used to Rent Movies According to US Consumers, 2008-2009 (% of respondents)
US Movie Rental Revenue Share, by Channel, 2009 (% of total)
US Movie Sales and Rentals, by Type, 2008 & 2013 (millions)
Top Sites
Top 10 Online Video Properties Among US Internet Users, Ranked by Unique Viewers, May 2010 (millions and average videos per viewer)
Top 10 US Web Brands, Ranked by Unique Video Viewers, May 2010 (thousands)
Top 10 Online Video Properties Among US Internet Users, Ranked by Videos Viewed, May 2010 (millions and % of total)
Top 10 US Web Brands, Ranked by Total Video Streams, May 2010 (thousands)
Top 10 US Web Brands, Ranked by Time per Video Viewer, May 2010 (minutes)
Syndication
Interview with Break Media
Technology
US Internet Users Who Would Like to Connect Their TV to the Internet, by Generation, 2006-2009 (% of respondents)
US Shipments of Web-Enabled Consumer Electronics that Support TV Applications, 2010 & 2014 (millions of units)
US Networked Device Penetration, 2008 & 2013 (millions and % of households)
Monetization
US Online Video Revenues, by Type, 2012 (% of total and billions)
Paid Content
Online Content for Which Internet Users in North America Would Pay, Fall 2009 (% of respondents)
Online Social Media Content for Which Internet Users in North America Would Pay, Fall 2009 (% of respondents)
Advertising
Comparative Estimates: US Online Video Advertising Spending, 2009-2014 (millions)
MySpace and YouTube Revenue Analysis, 2008 & 2009
Attitudes Toward Ads Among US TV Viewers vs. Online Video* Viewers, December 2009 (% of respondents)
Conclusions
Endnotes
109685
US Internet Users Who Would Like to Connect Their TV to the Internet, by Generation, 2006-2009 (% of respondents)
112949
MySpace and YouTube Revenue Analysis, 2008 & 2009
115535
Comparative Estimates: US Online Video Advertising Spending, 2009-2014 (millions)
116168
US Adult Internet Users Who Watch Full-Length TV Shows Online, 2008-2011
116184
Comparative Estimates: US Online TV Viewers, 2008-2010
116356 | 116357 | 116358 | 116359 | 116360
US TV, Online Video and Mobile Video Viewers, Q1 2009, Q4 2009 & Q1 2010 (thousands)
Time Spent Watching TV, Online Video and Mobile Video in the US, Q1 2009, Q4 2009 & Q1 2010 (hrs:mins)
Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2010 (hrs:mins)
US TV, Online Video and Mobile Video Viewers, by Age, Q1 2010 (% of total)
US TV, Online Video and Mobile Video Viewers, by Gender, Q1 2010 (% of total)
Related Information and Links
Related Links
Contact
Report Contributors
List of Charts
US Adult Internet Users Who Watch Full-Length TV Shows Online, 2008-2011 (millions)
US Online Video Viewers, 2008-2014 (millions and % of Internet users)
Online Activities of US Internet Users, Q3 2009 (% of respondents)
US TV, Online Video and Mobile Video Viewers, Q1 2009, Q4 2009 & Q1 2010 (thousands)
US Online Video Viewers, 2003-2010 (% of respondents)
Time Spent Watching TV, Online Video and Mobile Video in the US, Q1 2009, Q4 2009 & Q1 2010 (hrs:mins)
Video Streaming Habits of US Gamers and Total Internet Users, August 2009 (% of total in each group)
US Online Video Viewers, by Age, 2008-2014 (millions)
US Online Video Viewers, by Age, 2008-2014 (% of Internet users in each group)
US Online Video Viewers, by Age, 2008-2014 (% of total)
US Online Video Viewers and Nonviewers, by Age, December 2009 (% of respondents)
US TV, Online Video and Mobile Video Viewers, by Age, Q1 2010 (% of total)
Time Spent Watching TV, Online Video and Mobile Video in the US, by Age, Q1 2010 (hrs:mins)
Amount of TV Watched on the Internet According to US Internet Users, by Age, February 2010 (% of respondents in each group)
US TV, Online Video and Mobile Video Viewers, by Gender, Q1 2010 (% of total)
US Internet Users Who Watch Most/All of Their TV Online, by Gender, February 2010 (% of respondents in each group)
Ways in Which US College Students* Have Watched TV Online, by Gender, March 2009 (% of respondents)
Types of TV Content Watched on Alternative Platforms* According to US Internet Users, by Age, Fall 2009 (% of respondents)
Types of Online Video Watched Regularly* by US Online Video Viewers, December 2009 (% of respondents)
User-Generated and Professionally Produced Online Video Metrics in the US, 2009
US Adult Internet Users Who Watch Full-Length TV Shows Online, 2008-2011
Comparative Estimates: US Online TV Viewers, 2008-2010
Preferred Method Used by US Internet Users to Watch Their Favorite TV Shows, 2007-2009 (% of respondents)
Reasons US Internet Users Watch TV Shows Online, January 2010 (% of respondents)
Reasons that US Cross-Platform* Video Viewers Watch TV Shows Online, December 2009 (% of respondents)
US Internet Users Who Have Streamed or Downloaded a Full-Length Movie, 2008 & 2009 (% of respondents)
Primary Method Used to Rent Movies According to US Consumers, 2008-2009 (% of respondents)
US Movie Rental Revenue Share, by Channel, 2009 (% of total)
US Movie Sales and Rentals, by Type, 2008 & 2013 (millions)
Top 10 Online Video Properties Among US Internet Users, Ranked by Unique Viewers, May 2010 (millions and average videos per viewer)
Top 10 US Web Brands, Ranked by Unique Video Viewers, May 2010 (thousands)
Top 10 Online Video Properties Among US Internet Users, Ranked by Videos Viewed, May 2010 (millions and % of total)
Top 10 US Web Brands, Ranked by Total Video Streams, May 2010 (thousands)
Top 10 US Web Brands, Ranked by Time per Video Viewer, May 2010 (minutes)
US Internet Users Who Would Like to Connect Their TV to the Internet, by Generation, 2006-2009 (% of respondents)
US Shipments of Web-Enabled Consumer Electronics that Support TV Applications, 2010 & 2014 (millions of units)
US Networked Device Penetration, 2008 & 2013 (millions and % of households)
US Online Video Revenues, by Type, 2012 (% of total and billions)
Online Content for Which Internet Users in North America Would Pay, Fall 2009 (% of respondents)
Online Social Media Content for Which Internet Users in North America Would Pay, Fall 2009 (% of respondents)
Comparative Estimates: US Online Video Advertising Spending, 2009-2014 (millions)
MySpace and YouTube Revenue Analysis, 2008 & 2009
Attitudes Toward Ads Among US TV Viewers vs. Online Video* Viewers, December 2009 (% of respondents)
Online video viewership has increased steadily in the US in the past several years, and eMarketer’s forecasts call for continued growth through at least 2014.
A growing portion of the video audience is watching TV shows and movies online, reflecting a shift in the content mix from short user-generated clips to full-length professional content. This shift is the result of a confluence of factors, including the greater availability of long-form content, the popularity of venues such as Hulu and broadcast TV sites, technology developments and internet users’ growing comfort with online video. Sports programming is also moving swiftly into this realm, with mega-events such as the Olympics, March Madness and the World Cup reaching tens of millions of viewers through live streaming.
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Price: $695.00
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Price: $695.00
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