Online Video Taking TV’s Prized Demographic?
March 28, 2008 by Mike Abundo
Filed under Computers
Online video is not just for kids, but kids watching online video are on the rise.
42% of consumers age 18 to 34 watch videos online at home at least once a week, up from 28% in 2007, a new study from Leichtman Research Group says. And, of the 1,250 households surveyed, 9% “strongly agree” that they now watch TV less often.
So that’s 9% of households giving up some TV time for online video. Isn’t it Mark Penn who says just 1% of the population is potentially enough to trigger change? In this case, it could be a change in ad spending.
About 31% of those surveyed who use the web at home watch an Internet video once a week or more, up from about 25% last year. 10% view online videos daily. Men between the ages of 18 and 34 accounted for 40% of daily viewers, even though they represented only 17% of Internet users surveyed.
Men aged 18-34? That’s the prized demographic of most TV advertisers. Hope someone from Madison Avenue’s reading the writing on the wall.
The writing has been on the wall for quite some time now but “Madison Ave.” has been oblivious to it. The fact is that finding anyone between the ages of say, 14 to twenty eight who actually watches network television on a regular basis is getting harder and harder. Three or four years from now it’s going to be next to impossible. That demo is just not going to be wtaching network television.