Skip to main content

Online Video Upside Continues to Impress


Are we nearing the end of online video viewer growth? Apparently, the upside seems unstoppable -- even in the current world economy. As more data about 2008 Internet usage in the U.S. is released, online video increasingly looks like one of the year's big winners.

U.S. Internet users viewed 12.7 billion online videos during November 2008 alone, up more than one-third over November 2007, according to data released in January 2009 by comScore Video Metrix.

comScore said more than 146 million U.S. Internet users watched an average of 87 videos per viewer in November 2008 -- that's 77 percent of the total U.S. Internet audience.

eMarketer also puts online video viewers at more than three-quarters of U.S. Internet users, and estimates that percentage will rise to 88 percent by 2012. For savvy online marketers, this continued growth raises the question of how much online video can be monetized.

"Although many consumers are loath to sit through ads when watching online video, they seem even less willing to pay directly for content," said David Hallerman, senior analyst at eMarketer.

"As a result, content owners and publishers are focusing on ad-funded models. Except for movies, some premium TV fare and select sports content—which remain attached to transactional models -- most TV-oriented programming has migrated to advertising-based formats," Mr. Hallerman continued.

eMarketer estimates online video advertising spending will grow rapidly to reach $4.6 billion in 2013, up from $587 million in 2008.

Popular posts from this blog

The AI Application Integration Challenge

Artificial intelligence (AI) has rapidly become the defining force in business technology development, but integrating AI into applications remains a formidable challenge. According to a recent Gartner survey, 77 percent of engineering leaders identify AI integration in apps as a major hurdle for their organizations. As demand for AI-powered solutions accelerates across every industry, understanding the tools, the barriers, and the opportunities is essential for business and technology leaders seeking to evolve. The Gartner survey highlights a key trend: while AI’s potential is widely recognized, the path to useful integration is anything but straightforward. IT leaders cite complexities in embedding AI models into existing software, managing data pipelines, ensuring security, and maintaining compliance as persistent obstacles. These challenges are compounded by a shortage of skilled AI engineers and the rapid evolution of AI technologies, which can outpace organizational readiness and...