Some of the most regular online video viewers are upping their time watching Web video and decreasing their time watching TV, according to a study conducted by Frank N. Magid in partnership with YuMe, the online video network.
Of regular online video viewers, about 66% are watching more online video than a year ago, while about half say they’ll watch more online video in the year to come, said Mike Vorhaus, president of Magid at the YuMe road show in New York last week, adding that those figures come from interviews with YuMe network users. When asking those same respondents about their TV habits, only 19% said they were watching more TV than a year ago, while 29% said they’re watching less. For comparison sake, only 5% of the respondents said they’re watching less online video than a year ago.
The study also found that of YuMe’s daily online video viewers, they split their viewing time evenly between TV and online video. When they’re online about 29% skip ads. When they watch TV shows, 49% skip 75% of more of the ads.
“There does appear to be a precise and important audience that is not reached effectively by TV,” Vorhaus said.
Daisy Whitney
Disclaimer: This is a sponsored post. We have produced and published this video and several others to be posted under contract with YuMe. We hope you find this series of videos informative. AP
