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Hulu's Growth Contributes to Rise in Streaming Video

19 Aug, 2009 Response This Week


NEW YORK – In the past month, 26 percent of Americans have streamed a full-length television show and 14 percent have streamed a movie, more than twice the levels measured in September 2008, according to data from Ipsos MediaCT’s MOTION study. The study shows that ad-supported Web sites with streaming video are growing in popularity.

The biggest users of streaming video thus far are Americans ages 18-24, 30 percent of whom streamed a movie and 51 percent a television show. Both numbers are an increase from last year’s percentages.

Growth in streaming video is swift due to digital video Web sites such as Hulu, which has helped to pioneer the transition to ad-supported free streaming video. The next step for marketers will be to determine the appropriate level of advertising that consumers will be willing to put up with for free content.

“The digital video revolution is no longer centered on short clips via YouTube,” says Brian Pickens, senior research manager at Ipsos MediaCT. “It is becoming an important distribution channel where any type of full-length video can be instantly accessed for immediate consumption without a fee.”

However, for the moment, television for long-format programming is still the channel of choice for many adults – the average American with Internet access watches 15 hours of television per week, compared to less than two hours on their PC.


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