Y A H O O ! I N S I G H T S
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2. Night Time Shift in Watching
There's been a marked increase, +30pts, in online video viewership between the hours o 6pm to 9pm.Viewership during “business hours” (9am-5pm) has declined, with the majority o videos seen in theevening when viewers are home. The growth o services like Netfix and Hulu (both o which have morethan doubled in 2009) have likely prompted the growth in evening video streaming.
3. More Streams Shared, but Less Sharers
While there has been an overall increase in streams that are shared, the percentage o viewers that sharevideos has decreased in the past two years. Only 26% o respondents stated they actually shared thevideo they just watched, compared to 34% in 2009. Interestingly, the overall video sharer has gotten older,as the 25-54 demographic has grown rom 64% to 72%. We ound that older demographics are less likelyto share video, thus contributing to a smaller proportion o online video sharers.
4. Ad Receptivity Increases with Production Value
Video advertising receptivity increases when it’s tied to proessionally produced content. We ound thator proessional videos, viewers are signicantly more likely to remember seeing the ad, retain productinormation or recall the brand being advertised. Ads associated with proessional content are also morelikely to be viewed as relevant to consumers.
I Watched in the Past 24 Hours...
Those who have streamed rom Netfix inthe past 24 hours grew 200%, and thosewho have streamed rom Hulu grew 67%
5AM - 8:59AM9AM - 11:59AM12:00PM - 2:59PM3PM - 5:59PM6PM - 8:59PM9PM - 12:59PM1AM - 4:59AMProfessionalMade by peoplelike me
Advertiser recallI remember the brand or productThe ad was annoyingThe ad was intrusiveThe ad was relevant to the video I was watchingThe ad was relevant to me personally
Professionally Made vs. Made by People Like Me