Engaged online viewers revealed in Veoh-commissioned research

October 8, 2008

As promised, I have some notes from last night’s Veoh Networks event where we debuted the research results from a study commissioned by Veoh and executed by Forrester Consulting, the consulting arm of Forrester Research.
See the press release on Veoh’s site for more detail on the study, which Veoh intends to release next week in its entirety after sharing it with its clients and partners this week. Big thanks to Edwin Wong at Veoh for leading the effort from his side. There’s also more detail from the SmokeJumping blog, posted by Brent Harrison who was also integral to getting the study going. From the release:

The study found that Engaged Viewers (viewers who watch more than an hour of online video a week) make up nearly 40% of all online video viewers and watch nearly 75% of all online video. Of these Engaged Viewers, those who spend the most time consuming and sharing long-form content:

  • Are more likely to watch videos all the way through
  • Pay more attention to online video more than they do TV
  • Interact with and rate the videos they watch more frequently
  • Are twice as likely to recall in-video ads and post-rolls than non-Engaged Viewers
  • Agree more readily that advertising is fair and helps pay for their free experience
  • Consider banner ads and ads that come in between videos (mid-rolls) most effective

The details are even more interesting, and I had the chance to share them with a group of content programmers, ad executives, and other online video enablers. It was a very worthwhile project, given that I could zero in on deep online video viewing behaviors that our own comprehensive Technographics surveys don’t usually allow me to probe.

Especially interesting was the set of in-depth interviews we conducted to supplement the 1,013 surveys. I learned a lot about how online video is taking over people’s lives from those interviews.

I can best summarize the mountain of qualitative insight with this single comment from a 42-year old participant who said, simply:

I can get what I want, when I want.

I couldn’t agree more.

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