SOURCE: Next New Networks
October 11, 2010 08:00 ET
YouTube, Next New Networks and Magid Unveil Research on Viewership of Web Original Content
Viewers of Web Original Programming Found to Be More Engaged Than Traditional TV Viewers
NEW YORK, NY--(Marketwire - October 11, 2010) - Next New Networks and YouTube, along with Frank N. Magid Associates, unveiled findings today from their joint study of online video viewership. Conducted from May 18, 2010 through June 4, 2010, the study surveyed a broad range of viewers to measure how they engage with Web original content and how they view this content amidst other entertainment options. Data results shown below are from the National Sample of monthly online video viewers, unless otherwise noted.
The value of Web original content
The research uncovered that viewers place considerable value on Web original content; 54% of those surveyed who have watched Web original videos deem them to be just as, if not more, entertaining than what they view on traditional television. While they consider online video entertaining, those surveyed regard this content as its own category and not directly comparable to what is available on television. They define these types of videos as original, having fewer boundaries, and adaptable to individual viewing schedules. Additional insights into the value of Web original content include:
- 60% watch Web original video content weekly;
- 58% see Web originals as providing quality entertainment whenever they want it;
- Over one quarter of viewers find Web original content to be more entertaining than traditional television.
Viewers revealed a high level of engagement with Web original series due to online video's unique capabilities. Specifically, viewers are 2.5 times more likely to be fully engaged in online video than their counterparts who watch traditional television programming. Furthermore, the research found additional evidence of viewer engagement: more than half read comments from other viewers, while 41% rate the videos they watch.
Web original viewers pay more attention to this content than traditional TV viewers pay to their viewing medium. The study uncovered the number of viewers who spend time completing other tasks while watching Web originals vs. TV:
- Surf the Web: 37% Web original viewers vs. 60% TV viewers;
- Talk to Others: 28% Web original vs. 52% TV;
- Do things around the house: 19% Web original vs. 52% TV.
The social aspect
Online video is both social and viral in nature; three quarters of viewers said that they use email, social networking sites, or conversation, to tell others about their favorite Web originals. These findings underscore that viewers of Web originals are a valuable and engaged audience, which advertisers have yet to fully capture. Most Web original video viewers tell others about their favorite Web original video titles:
- 4 out of 10 viewers share the videos with others;
- Number of viewers who email the link: 37%; post to Facebook or MySpace: 36%; while those who share on Twitter: 10%.
Who is watching online video
According to recent Nielsen reports, the average age of television viewers is over the age of 50. However, this research revealed that 18-34 year old Web original viewers constituted 65% of the National sample, 73% of the YouTube sample, and 90% of Next New Networks' sample.
Not only does the coveted 18-34 demographic spend many hours viewing video online on a regular basis, but the research shows that this time spent with online video and Web original content leads to less time with TV. Web original video viewers spend 13% less time with TV than non-viewers.
"We chose to work with Next New Networks not only because they are a leader in the Web original programming space but because they have an immensely loyal and dedicated audience," said Rick Silvestrini, Product Marketing Manager at YouTube. "The findings are an incredible point of validation for Web original programming as a key source of entertainment and viewers find it to be on par with television programming."
"Partnering with YouTube on this study was a great opportunity to bring to light that this is a medium that should be recognized in its own right," said Lance Podell, chairman of the board of directors of Next New Networks. "Advertisers are after a key audience demographic that now considers the Web to be their chief source of entertainment. Advertisers need to seize the opportunity to get in front of this captivated audience by committing more of their ad dollars to Web original content."
"We worked with Next New Networks and YouTube to conduct our first extensive study on Web original series," said Mike Vorhaus, managing director of Frank N. Magid Associates. "The study uncovered strong consumer appeal of Web original programming as compared to traditional television shows. The findings confirm what many have believed for some time now: there is incredible content and talent available on the Web and viewers are paying full attention and tuning in regularly."
Next New Networks works with producers and independent creators to bring original series to online viewers on topics ranging from presidential crushes to pop star parodies and recreating blockbuster special effects. Their content is regularly viewed over 150 million times each month and growing. Next New Networks and YouTube have worked together since 2007 to bring these series to viewers across the Web.
To view the complete findings of this study please contact: Vanessa Pappas, Vice President of Audience & Strategic Partnerships, Next New Networks, at Vanessa (at) nextnewnetworks (dot) com.
About Next New Networks
Next New Networks is the leading provider of original, episodic series programming for the Internet. With more than 1.5 billion views since the company's launch in 2007, over 4 million subscribers, 10 Webby Awards and some of the biggest hits on the Web, Next New Networks is redefining entertainment by championing the next generation of show creators. Popular, award-winning video networks from the company include Barely Political (home of Obama Girl and "Auto-Tune the News"), Channel Frederator, featuring the cartoons of over 1,000 creators, food network for the people Hungry Nation, car news network Fast Lane Daily, filmmaking network Indy Mogul (home of hit series Backyard FX, Beyond the Trailer, and MovieBuzz), Barely Digital (home of "The Key of Awesome," one of the top five most-watched shows on the Web since its launch in October 2009) and Click Fitness, a health and wellness network.