Online Video Content - UK - February 2009
The internet continues to change the way that people interact with media content and, just as traditional media evolved from printed material through audio to moving pictures, so a similar transformation is happening online. Greater penetration of home broadband means that more people are able to watch, download and upload video content, while video advertising is becoming an increasingly important marketing tool.
Mintel’s research carried out for this report shows that two thirds of internet users currently watch online video, with viewing skewed towards younger and more computer-literate users. A fifth of those that watch online video do so most days – with age again a major factor – and these users are, unsurprisingly, enthusiastic about video content and engaged with a wide range of sites. At present, however, only two in ten internet users browse for online video content, while four in ten agree that they will always prefer to watch full episodes/movies on their TV, indicating that there may be some time before online video is fully-integrated into people’s media habits.
This report covers the market for free online video content that is streamed or downloaded to hard disk, including TV on-demand and catch-up services from the main UK broadcasters. It primarily focuses on attitudes, to find out what consumers really think at this exciting stage in the evolution of online content.
Who currently watches online video and how often?
Which are the most popular sites and who uses them?
What type of content is most attractive – news, jokes, music videos?
What are the main characteristics of video-sharers and uploaders?
What do viewers of online video think of advertising?
What are consumers main concerns over online video and how reluctant are they to change their current viewing habits?
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