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Ipsos Articles

As YouTube Offers More “Credible” Content, Perception Still Lacks

YouTube has a lot of influence on people’s daily lives. It is often touted as the world’s 2nd largest search engine, and is by far the top online video destination.

Ipsos released some new research, seeking to understand how consumers engage with media brands, with a specific focus on popular online video and TV brands. YouTube was found to be the most engaging online video brand, as Google is happy to point out.

Women Driving Online Video Growth
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The growth in the online video audience is no longer being driven by early adopters but has spread to other demographic segments that use it to access media.

Over the past six months, the popularity of online video has grown significantly with women and older consumers, helping to close the age and gender gap within the growing online video audience in the U.S. according to data from Ipsos Media CT’s Motion study.

Online Video Ads Acceptable In Professional Content

User-Generated Video will continue to account for almost half of all online video between 2008 and 2013, but will account for just 4 percent of ad-related online video during the period according to digital analytics firm TDG.

User-Generated video accounts for 42 percent of online video while professional online video represents 58 percent of streams and 96 percent of ad-related revenue, which is unlikely to change over the next five years.