As more data about 2008 internet usage in the US is released, online video increasingly looks like one of the year’s big winners. US internet users viewed 12.7 billion online videos during November 2008 alone, up more than one-third over November 2007, according to data released last month by comScore Video Metrix. comScore said more than 146 million US users watched an average of 87 videos per viewer in November 2008 - that’s 77% of the total US internet audience.
eMarketer also puts online video viewers at more than three-quarters of US internet users, and estimates that percentage will rise to 88% by 2012. ”Although many consumers are loath to sit through ads when watching online video, they seem even less willing to pay directly for content,” said David Hallerman, senior analyst at eMarketer.
“As a result, content owners and publishers are focusing on ad-funded models – most TV oriented programming has migrated to advertising-based formats,” Mr. Hallerman continued.
eMarketer estimates online video ad spending will reach $4.6 billion in 2013, up from $587 million in 2008.
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