WebProNews

Watching video online continues to be a popular form of entertainment. A new survey from Advertising.com found that nearly 66 percent of respondents view streaming video content at least once a week. Forty-four percent of video viewers are between the ages of 18 and 34, while 56 percent are age 35 and older.

The younger demographic is more likely to watch TV episodes online, create their own video content and forward video clips to friends. They also prefer to stream entertainment content such as music videos, television shows and movie trailers. Those age 35 and over prefer to view news and sports clips. News and entertainment content are favorites among streamers overall.

News clips have a slight edge over music videos when it comes to streaming content, with 49 percent saying they prefer to view a news clip while 47 percent said they were likely to stream music videos. Thirty-three percent of those surveyed said they were likely to stream movie trailers while 26 percent said they were likely to stream TV shows and 21 percent said they preferred user-generated videos.

When it comes to online video advertising, 15-second spots are the consumers top choice over TV-length ads and the good news for advertisers is that they perform better with viewers. Endplay rates for 15-second spots are 20 percent higher than 30-second spots. Also when asked what would make video advertising more enjoyable, 66 percent of consumers said “shorter ads than television” would top their list.

"It's fascinating how consumers are integrating streaming video into their old media consumption patterns -- like watching TV episodes online," said Rick Foster, vice president of video advertising products for Advertising.com "But as the positive consumer response to shorter ads clearly demonstrates, not all the offline rules apply online. We must continue to watch and listen to consumers if we're to maximize video's value as an advertising tool."

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