Online video consumption cuts across demographics

Today, eMarketer released some new online video consumption stats from Veoh Networks and ComScore:

Video Commerce Consortium video stats for online retail

Video Commerce Consortium video stats for online retail

I found the Veoh Networks stats interesting for a couple of reasons:

– Among active online video consumers, the audience skewed female (though only slightly). Conventional wisdom is that the biggest active consumers are 13 – 17 male and 18 – 24 male.

– Perhaps more interesting, the 35 – 54+ demo (M&F) constituted 30% of the active online video viewers. 30% may not sound like much, but what makes it really interesting is that this figure is for those 35+, meaning that the 25 – 34 demo is included in the first group (13 – 34). I need to dig up an earlier study from May/June 2008 that indicated the 25-34 demo is actually a significant demo for online video consumption. This stat seems to further dispel the notion that 13 – 17 and 18 -24 are the only demos worth caring about when it comes to online video.

This is BIG NEWS for video commerce. Why? Many of our e-commerce businesses don’t cater to the younger, male set. The fact that female viewers and 35+ viewers constitute a large portion of the audience for online video means that there is opportunity to reach a previously underserved demographic, and achieve a competitive advantage over other e-commerce retailers.

One thing I did want to mention about the Veoh Networks study. According to the study, most of the online video consumers have HHO’s (household incomes) under $75K. That stat must be skewed in a major way by the 13 – 17 and 18 – 24 demos, where one might expect lower reported incomes for those still living with their parents. In fact, overall consumption of online video tends to skew toward higher overall HHO’s, as one would expect since broadband has penetrated more deeply into households that can afford the luxury. Broadband, despite all the rhetoric and advertisement, still hasn’t reached utility status in the US (though it will reach 60%+ households in the US within the next 5 years – check out this Gartner study).