The conventional wisdom with online video is that viewing is generally light during the afternoons and then peaks in the evenings. But Yahoo (NSDQ: YHOO) says a new study that it commissioned shows that, in fact, daytime video streaming is right up there with nighttime in terms of number of eyeballs. For the past year, Yahoo has been trying to build up its afternoon-video offerings, with efforts like its Daytime In No Time, launched in May, which recaps soap operas and game shows for people not near a TV. Yahoo hinted that the study’s findings will likely lead it to expand and diversify its midday lineup of online video.
Online media has always resisted the notion of dayparts. But the placement of videos and ads have tended to try to mirror TV media buys, since the two formats so closely resemble each other. Yahoo, along with market researcher Interpret LLC, conducted an online survey of 2,024 broadband connected users between the ages of 13 and 54 who had watched a video online in the past 24 hours. Havas Digital, Warner Bros. Media Research and PHD also contributed to the study.
The big spikes in online video consumption among men, women, students and full-time employees occurred during the hours of 12 p.m. and 3 p.m., and then again between 9 p.m. and 1 a.m. The lowest consumption was from 6 p.m. to 9 p.m. Video sharing occurred at all hours. Other findings included:
— When it came to ads placed on “high-engagement” videos (e.g., popular TV clips) about 27 percent of the survey’s participants said they searched for more info about the product after seeing an ad. With “low-engagement videos” (mostly user-gen material), only 13 percent said they search for related information about an ad after viewing it.
— Some 28 percent visited an advertised brand or product