66% of Internet users viewed online video; Wal-Mart joins the fray
Advertising.com has released a study that indicates that 66% of Internet users age 18 and up surveyed viewed online video content at least once a week. Advertising.com divided their results into two age demographics: 18 to 34 and 35 and up.
Key findings for each demographic included:
- 18 to 34
- 44% of online video viewers fell into this age group.
- Most popular video-related activities: watching TV episodes online, creating videos and forwarding clips to friends.
- Prefers streaming entertainment (music videos, TV shows, movie trailers).
- 35 and up
- A whopping 56% of online video viewers were age 35 or over.
- More likely to stream news and sports clips.
The study also found that news and entertainment were the most popular streamed content and 15-second ad spots performed better, with a 20% higher end-play rate than 30-second ad spots. This fell in line with consumersâ€™ preferences, as 66% said the number one thing that would make video advertising â€œmore pleasurableâ€ would be â€œshorter ads than television.â€
Also today in online video, retail giant Wal-Mart steps into the fray. Theyâ€™re offering movie downloads at (surprise, surprise) slashed prices. Thatâ€™s right, you can save over iTunes now: an incredible $0.04 per TV episode ($1.96 versus $2.00). In addition to television episodes, Wal-Mart will offer movie downloads for $12.88 to $19.88. Older movies will be $7.50 (versus iTunesâ€™ $9.99).
The movies will be available in a Windows Media Player compatible format (read: Zune), and wonâ€™t play on Apple computers or an iPod. You also canâ€™t burn the movies onto a DVD, although Wal-Mart hopes to make that a possibility later this year. And of course, you canâ€™t play them on your TVâ€”but if you wanted that, you should have bought the DVD.
Wal-Martâ€™s initial beta inventory will include 3000 movies from all the major studios and telvision shows from Fox Broadcasting. However, ABC, CBS and NBC are not currently participating (Wal-Mart hopes to
ensnare add them soon). In the offline world, Wal-Mart accounts for nearly 40% of DVD sales, which the E-Commerce Times speculates might be why they have such broad participation among movie studios.
Iâ€™d tell you more about the beta, but apparently the Wal-Mart video download page should be sent back to alpha: clicking on the link from Wal-Martâ€™s home page brings up a horribly garbled landing page. Does it say something about authorization for R-rated movies? I canâ€™t tell. Is it just me?
Hopefully this problem is resolved quickly. Then again, Wal-Mart will do just fine without it.