ComScore: Nearly 60 Percent Of U.S. Online Households Download Or Stream Media In A Month

comScore Networks (with StreamingMedia.com) published its “State of the Consumer Streaming Market” today based on a cross-section of the more than 1.5 million U.S. internet users who have given the company permission to monitor all of their online browsing. Yes, it’s a way to attract attention and potential client dollars for its proprietary ratings but it does include some interesting estimates:

– 100 million-plus U.S. users access online digital media — video/audio streams/downloads — in a month; nearly 60 percent of the U.S. online population.
– Nearly two-thirds of users streaming audio or video this past August went through a portal; almost 50 percent did so from an entertainment site.

– More than 17 percent streamed content from a music site.

– Consumers between the ages of 35 and 54 years old (described by comScore as a “more mature audience”, thank you very much) accounted for more than 45 percent of all online video watched in August 2005.

– That group was 20 percent more likely to watch online video than the average internet user; by comparison, 25-34 year-olds are 12 percent more likely to watch than the average viewer.

– Video consumption crosses all dayparts and demos.

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