According to ABI Research, online video adoption has doubled in the past year and those that watch it are watching more on a daily, weekly or monthly basis. Even HBO, which has historically shunned mediums outside of cable or satellite, has unveiled their HBO Go Website. HBO says the site will offer up to four times the content available via HBO On Demand. Unfortunately only Verizon FIOS and Comcast HBO subscribers are currently able to access this new HBO service. The growth of online video is not lost on advertisers. You may be surprised to know that ads today make up an astounding 12% of the total number of videos viewed online!
comScore, a provider of digital marketing intelligence, notes that over 177 million U.S. Internet users watched video content in June. Tania Yuki, senior director of video and cross-media products at comScore says “Online video has evolved in recent years from a medium delivering primarily user-generated content to a channel that now delivers a great deal of professionally produced long-form content that is identical to what a viewer would find on TV,” consequently, more attention is rightfully being given to the monetization of the online video medium, particularly as it relates to the existing TV landscape.”
Top Shows Viewed Online at ABC, CBS and NBC
Tanya Sullivan is president of Plus One Strategic Communications, a communications firm specializing in the rural communications industry.
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