Short-Form Professional Content Tops Online Viewing Trends

PALO ALTO: Professionally produced short-form content made for the web rivals episodic television for entertainment value, according to a new survey on online viewing preferences.

The survey, from the research firm Frank N. Magid Associates and the online video destination Metacafe, found that short professional videos are among those most regularly watched online. Plus, 37 percent of the people who watch these clips find them equally or more entertaining than full-length TV shows on their television set.

“There’s no doubt that online video viewership has reached critical mass, and its growing popularity indicates that online video is fast becoming an entertainment genre in its own right,” said Mike Vorhaus, the president of Magid Advisors. “Short professionally created videos dominate online viewing, especially among younger consumers, which underscores the need for brand advertisers to expand their marketing efforts beyond both traditional television and online TV.”

“Today’s consumers expect choice in and demand control over their entertainment experiences,” added Erick Hachenburg, the CEO of Metacafe. “The answer is not video sharing. Nor is it online TV. The answer is a choice of quality content that consumers find appealing. Many consumers clearly find short high-quality online video equal or superior to TV programming. Metacafe is delivering on these imperatives better than anyone else, and meeting the needs of consumers, content creators and brand advertisers alike.”

The survey, which polled almost 2,000 Americans aged between 12 and 64, reports that eight of the top-ten most watched types of online video are short-form, including videos shot and uploaded by consumers, with 43 percent of respondents watching regularly; news (32 percent), music videos (31 percent), movie previews (29 percent) and comedy (26 percent.) Other key findings include that 43 percent of all Internet users watch online videos weekly, and weekly online video viewers are heavy traditional and new media consumers. Of weekly online video consumers, 70 percent regularly play video games; 41 percent own a personal digital media player for music and video; 28 percent rent DVDs weekly and 11 percent own a smartphone. In addition, 20 percent of online videos viewers report that they watch less TV as a direct result of using online video.