More than Half of Internet Users Watch Video

Online video placements are in demand, and new data show the audience — especially the hard-to-reach 18 to 34 year-old male demographic — is watching. In June, more than 94 million Web users in the U.S., or 56 percent of the Internet population, viewed streaming video online, according to comScore Media Metrix’ Online Video Ratings.

The 18 to 34 year-old male remains a difficult target for advertisers. However, the comScore found segment views more online video — an average of 84 minutes in the month of June — as compared to the average male, who watched 72.4 minutes.

“This research confirms that streaming video is now part of the Web experience for a broad base of consumers,” said Peter Daboll, president and CEO of comScore Media Metrix, in a statement. “This technology is changing advertising on the Web, by allowing richer, more emotive connections between brands and consumers.”

Male users represent 61 percent of all video streamers, though they only account for 50 percent of the total online population. Male viewers average 72.4 minutes of video downloads per month; women watch about 70.6 minutes. The average volume of video viewed over a three-month period ending in June 2005 was 73 minutes.

Video streams receive the most traffic in the Daytime daypart, which is 10 a.m. to 4:30 p.m. That time period receives about 18 streams per user. The next most frequented daypart is Late Night, 1 a.m. to 7 a.m., with 17 streams, and Late Fringe, 11 p.m. to 1 a.m., with 15 streams per user.