Study: No Primetime Viewing For Online Videos

By Andrew Gauthier 

The results of a new study from Interpret, LLC, prove that primetime rules don’t apply for online video. Online viewing habits are similar at work and at home, with approximately 70% watching during the day and at night. Spikes in online video consumption among men, women, students and full-time employees occurred during the hours of 12 p.m.- 3 p.m., and then again between 9 p.m.- 1 a.m. The lowest was around dinnertime from 6 p.m.- 9 p.m.

“Unlike television consumption, which mostly happens during the primetime hours of 8 p.m. to 11 p.m., people across all demographics are watching online videos consistently throughout the day and night, with the exception of dinnertime,” said Jason Kramer, Chief Strategy Officer at Interpret LLC. “This fundamental shift in consumer behavior opens up opportunities for publishers, advertisers, agencies and marketers.”

The results indicate a high propensity to share online video content. Regardless of the time of day, a third of people who watch a video pass it along to friends, family members and colleagues.

Researchers at Yahoo! have developed a new model to judge engagement levels, which marketers may use to plan their ad campaigns. The model considers at three variables: Completion of the video, Attention to content, and Actions taken in conjunction with viewing (i.e. rating, commenting on, or sharing the video).

The results indicated that the most highly engaging videos produce higher satisfaction levels for viewers, and higher brand recall for advertisers.

“This propensity for sharing and ad recall translates into improved viral ‘buzz’ for advertisers and their ads – if they take advantage of online video opportunities properly,” said Liz Huszarik, senior vice president, Warner Bros. Media Research.

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