First Streaming Video Ratings Show Mass Use

In June 2005, more than 94 million people in the US viewed a streaming video online, according to the first results from the comScore Media Metrix Online Video Ratings service. The research suggests that online video is a viable advertising medium, particularly for targeting young males.

The new service provides information about the demographics, engagement, and habits of online video viewers. The figures show that 56% of the US Internet population watched streaming video in June, and that the average consumer views 73 minutes of streaming video content each month. 18- to 34-year-old males, who have proven difficult to reach through other media, view a significantly greater 84 minutes each month. Overall, male users, who represent 50% of the total online population, account for 61% of all video streamers.

Peter Daboll, President and CEO of comScore Media Metrix, says that streaming video 'is changing advertising on the web, by allowing richer, more emotive connections between brands and consumers'. He believes the medium is 'uniquely positioned to break through clutter, changing media preferences, and other obstacles facing advertisers today'.

ComScore gathers online behaviour data from a global panel of more than two million consumers. The company is online at www.comscore.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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