Report: Millennials Spend 48% More Time Watching Online Video Than Average Internet User

Online video continues to be in high demand. According to comScore’s newly released Digital Future in Focus report, 85 million daily viewers are consuming online videos, with Millennials spending 48 percent more time watching them than the average internet user. “Young people and Millennials are increasingly difficult to reach via traditional media, but they are […]

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comscore-logoOnline video continues to be in high demand. According to comScore’s newly released Digital Future in Focus report, 85 million daily viewers are consuming online videos, with Millennials spending 48 percent more time watching them than the average internet user.

“Young people and Millennials are increasingly difficult to reach via traditional media, but they are the most engaged viewers of online video…and they readily use this medium for consuming premium scripted content,” claims comScore.

Analyzing online video trends, comScore reports YouTube reaches 84 percent of the 85 million daily online video viewers, with video ads accounting for 5.7 percent of total video viewing time.

In its report, comScore introduced a new video metric to evaluate cross-platform viewership. Defined as Total Video measurement, comScore says it solves the challenge of measuring total viewing behaviors by, “Using a single, unified metric that accounts for audiences across all platforms where video is viewed.”

Using the new metric to analyze Sony Crackle’s audiences, comScore found co-viewing numbers increased Crackle’s total video measurement of unique viewers by 1.2 million:

When accounting for co-viewing behavior (i.e. multiple viewers watching the same screen concurrently), an additional 1.2 million viewers are brought into the fold for a Total Video audience of 18 million.



comScore total video measurement april 2014


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About the author

Amy Gesenhues
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Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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