The Rise of Online Video Consumption

December 19, 2010 | Written by Dusty Dean

Changes in watching video online

It’s no secret that one of the fastest growing online consumption trends is online video. Here’s a few interesting datasets to support the rise of video consumption online.

According to the Pew Institute’s Generations 2010 report, the percentage of all adults who watch video online jumped 14 points in the past two years, from 52% of all online adults in May 2008 to 66% in May 2010.

Millennials (ages 18-33) are leading the charge with 80% of them consuming video online. We also see strong older generation growth with a 30% increase in online video consumption by Older Boomers (56-64) since 2008.

Despite the considerable rise in online video consumption, e-mail, search engines and health research still remain more popular across all generations (see chart below).

Both online video consumption and social networking are on the rise with Millennials. This trend should increase with other generations, possibly surpassing government website and online news consumption in future surveys.

Pew reports that 50% of US adult internet users have watched a comedy or humorous video online, a 19% increase since 2007. Also, 38% of US adult internet users have watched an online educational video, a 16% increase since 2007.

People are watching 2 billion videos a day on YouTube. The duration of the average online video is 3.7 minutes. This is up from 2 minutes 46 seconds in 2008.

Generations 2010 Summary

December 19, 2010 | Written by Dusty Dean

Ready to work with us on transforming your digital strategy?
Stay up to date on this topic
Receive all the news, case studies and updates in your inbox