Digital Media Buzz > Audiences Migrating Online For Video Viewing

Audiences Migrating Online For Video Viewing

By Mary Madden

Pew internet & American Life Project

The share of online adults who watch videos on video sharing sites has nearly doubled since 2006. The audience for online video sharing sites like YouTube and Google Video continues to grow swiftly across all demographic groups, far outpacing the adoption rates of many

other internet activities. Fully 62 percent of adult internet users have watched a video on these sites, up from just 33 percent who reported this in December 2006. Online video watching among young adults is near-universal; nine in 10 (89 percent) internet users ages 18-29 now say they watch content on video sharing sites, and 36 percent do so on a typical day.

Over time, online video has become more deeply integrated into daily life, and has started moving into the spaces that are typically reserved for traditional television viewing. Overall, 19 percent of internet users say they use video sharing sites on a typical day. In comparison, just 8 percent of internet users reported use of the sites on a typical day in 2006. Broadband connectivity has helped to set the stage for high-quality viewing experiences and broaden the appeal of online video content. Fully 63 percent of American adults now have high speed connections running to their homes. Among broadband users, 69 percent watch video on sharing sites, and 23 percent do so on a typical day.

To download this white paper, click here.