According to a recent report from market research provider GfK, more than half of the total U.S. population watches streaming video online on a weekly basis. Consumers are increasingly turning to the Internet for long- and short-form content entertainment, and as more channels emerge to satisfy their demand for online video, brands are realizing the importance of incorporating Internet video advertising into their multichannel branding and marketing strategies.
GfK based its findings off a survey of 1, 065 people between the ages 13 and 54 in June. Fifty-one percent reported watching television shows or movies using a streaming service at lease once per week. The research provider stated the number of people TV and movie watchers who view content online weekly increased from 37 percent in 2010 to 48 percent in 2012.
GfK attributed the growing role streaming content online plays in consumers' access to video to mobile technology and the emergence of connected TVs.
"The synergies between consumers and their connected devices are radically transforming video entertainment, " said David Tice, senior vice president of media and entertainment at GfK.
Device and network improvements have made watching video on smartphones easier, and the impressive adoption rate of tablets has placed these devices in the hands of more video-hungry consumers. These developments have made mobile video advertising more important for brands and content publishers.
Meanwhile, smart TVs, set-top boxes and game consoles are enabling TV programming and movies streaming online to be viewed on the big screen in households across the country.
GfK noted that while streaming content is becoming more common across age groups, Generation Y consumers are most likely to watch movies online week, as 62 percent of respondents ages 13 to 33 reported doing so. Forty-six percent of Generation X participants – those 34 to 47 – and 30 of baby boomers 48 to 54 said the same.
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