Heavy
Viewers Spend Time on Niche Video Sites:
YouTube is the common thread among the heavy,
moderate, and light
segments -- it is the top video site for all
three and reaches the most overall video viewers
(54 per cent reach). Distinctive behaviour
for heavy video viewers is found by looking
at the top indexing sites for this audience,
revealing mostly niche video-sharing sites,
each reaching less than one per cent of the
total US web population.
Moderate
Viewers Enjoy Specific Online TV Content:
By contrast, moderate viewers show a
high propensity to view specific video content
on broadcast TV sites, including WorldNow
(ABC), CBS TV Local, ABC Daytime, Scripps
TV, and CMT, rather than frequenting more
general video-sharing sites.
Light Online Video Viewers are Heavy
TV Viewers: The
conventional wisdom says that the heaviest
users of the digital channel are likely
to be the heaviest consumers of media in
general. However, the study found that light
online video viewers are actually heavier
TV consumers, with 46 per cent of this group
indicating that they watch more than 13
hours of TV per week. By comparison, just
39 per cent of
moderate video viewers and 30 per cent of
heavy video viewers watched the same amount
of TV.
"To
discover how best to reach and message online
different kinds of video viewers, we used
the comScore data to further develop proprietary
segments - 'Content Explorers,' 'On Demanders,'
'Sight and Sounders,' and 'Television Devotees'.
Capitalising on the explosive growth of
online video, especially as consumers have
started exploring media and entertainment
options due to the recent writers' strike,
requires a deep understanding of the viewing
audience driving the demand," adds
Mak.
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