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More Internet users are tuning in to online video regularly, with half of all viewers watching video online each week, according to a survey conducted by Frank N. Magid Associates for Metacafe. That’s up from 43 percent of users who watched online video weekly in the previous year.
Most of that growth comes from younger users, as 85 percent of males aged 18-24 and two-thirds of all respondents aged 18-34 said they watched online video weekly. As the behavior becomes even more mainstream, Magid estimates that the amount of time viewers spend watching video online will increase by about 5 percent over the next year.
There’s evidence that users are becoming more interested in viewing online video in the same way that they watch TV. About 38 percent of online video viewers say they are interested or very interested in connecting a computer to their TV to watch online video. And while short-form video still rules, whether it be user-generated clips, movie trailers or clips of TV or movie content, about 76 percent of those who watch video online say they are tuning in to professionally produced content regularly.
But online video viewers, for the most part, say their over-the-top video habit is not interfering with their normal TV watching. Only 14 percent of users said they watched less TV due to watching content online. About 72 percent said they watched the same amount of TV despite also watching video online — and another 10 percent said they watched more TV.
One of the big questions about online video is the consumer tolerance of online video ads, particularly as more ad dollars are entering the segment and video publishers seek to monetize their video assets. According to the survey, 48 percent of respondents said they found ads online to be as acceptable as those in TV shows — and 7 percent said online video ads were more acceptable.
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