NEW YORK – Streaming of longer form content such as movies or TV shows has overtaken video downloading in popularity in the US, according to a new survey conducted by Ipsos MediaCT.
The study, called Motion, noted that nearly six in ten (57%) of U.S. Internet users 12 years of age and older have streamed video in the past 30 days, a 7% increase when compared to 2007 results. In comparison, one in five (22%) have downloaded video in the past 30 days.
TV show streaming currently resides at a quarter (25%) of the streamer/downloader population, which is double the proportion seen in early 2007 (12%). The survey concludes that the free streaming offered by the major television networks is having a “profound” impact on the digital video industry, as those who miss a single episode of their favorite program can view the episode they missed and do not feel the need to own it.
The research also examined consumer willingness to pay for movie and/or TV show streams. Monthly service charges of $5 – $10 per month for a subscription-based service to an online website with unlimited streaming of movies, TV shows and other events was found to be “acceptable”.
Another important aspect of the digital video streaming model relates to the equal proportions of men and women who have streamed a TV show in the past 30 days. While downloading is dominated by 18-34 year olds and men, the video streaming model could provide advertisers with the opportunity “to reach a broader and demographically diverse audience.
“Obviously, this is driven by the long-form content available to the consumer for subscription, but it is important to note monthly streaming services could become a significant subscription-based opportunity versus fee-based downloads for video content. While we have seen ad-subsidized streaming grow dramatically in the past six months with sites like Hulu, Veoh and Fancast—providing a significant outlet for ad-supported streamed content—we are also seeing consumer willingness to pay a subscription to have online access to long-form video content streams such as movies and TV shows,” said Brian Pickens, senior research manager at Ipsos MediaCT.
