A new study from Yahoo, Interpret LLC, Havas Digital, Warner Bros. Media Research and PHD was announced this morning by way of a press release with the headline: “Bosses Beware: Employees Watching Videos Online on the Company’s Dime.” Jeez. As if going into an office for 8-10 hours a day wasn’t soul-killing enough, these narcs burst in to try and steal away what little fun cubicle drones can carve out for themselves.
The “Understanding the Drivers to Video Consumption Study” found that online video usage spikes for men, women, students and full-time employees between 12 p.m. and 3 p.m. and again between 9 p.m. and 1 a.m. The study adds weight to Nielsen’s findings well over a year ago that traffic to network TV sites jumped between noon and 2 p.m. as people used their lunch break to catch up on shows they might have missed.
Elsewhere in the study was data related to the socialization and advertising trends we’ve seen emerge this year.
The Interpret study found that 34 percent of all videos watched are shared. This makes sense given that short-form clips are watched more than long-form ones, and viral ones are passed around frequently. Additionally, friends and colleagues sharing video through email, IM, social networks, etc., impacts one in five videos watched, representing over 2.5 billion video streams per month.
As the media industry reexamines whether an online video business can be built around advertising alone, the study found that 81 percent of viewers couldn’t recall the ad shown in the last video they watched. However, “highly engaging” videos accounted for 47 percent of ad recall, and spurred 27 percent of respondents to search out more information about the product. Additionally, 64 percent of those who watched a highly engaging video shared it with others.