Consumer Internet Video Survey Results

U.S. Consumers Will Accept Advertising for Free Content

Publication Date	July 2008
Publisher	IDC
Product Type	Report
Pages	11
ISBN Number	not applicable
Product Code	IDC04428

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Summary

This IDC study presents results from our 2007 Consumer Internet Video Survey. Included in this study are results pertaining to Internet video usage in the United States and advertising attached to online video content. The survey was conducted online and engaged consumers ages 13 and up already watching Internet video.

"Despite a current inability to monetize online video, advertising has emerged as the primary contender, edging out la carte purchases, rentals, and subscription business models. Consumer's comfort with advertising and the limited commitment required from them will make the inclusion of advertising with online video a relatively smooth transition as advertisers figure out the best way to leverage the potential online video offers," says Elizabeth Curtis, associate research analyst in IDC's Consumer Markets program.

Content

IDC Opinion
In This Study
- Methodology
Situation Overview
- Consumers and Advertising
- Figure: Types of Online Video Content Respondents Are Willing to Pay to Access
- Figure: Respondents' Interest in Paying for Content to Avoid Advertising
- Figure: Respondents' Feelings About Advertising and Internet Video
- Advertising Formats
- Figure: Most Annoying Ad Formats
- Figure: Abandoning Video Due to Preroll Advertising
- Figure: Respondents' Click-Through Rates for Advertising Connected to Video
- Premium Content Online
- Figure: Respondents' Likelihood to Watch TV Shows Online as They Become Available Through Ad-Supported Streaming
Future Outlook
Essential Guidance
- Advertisers
- Online Video Sites
Learn More
- Related Research
- Synopsis