Gen Y adopting streaming the most, but everyone plays a part
Michelle Clancy ©RapidTVNews | 29-09-2011 Online video streaming is an activity of the young, according to new research from Knowledge Networks, but it's on the rise throughout societal cohorts.
Although over-the-top (OTT) video usage is on the rise across demographics, younger consumers are leading the charge in online video,especially members of Generation Y, which increasingly turning their backs on traditional TV. In fact, 56% of Gen Y Internet users (ages 13-31) stream video on a weekly basis—twice as many as among Baby Boomers. Gen Y is also four times more likely to watch video via mobile than Boomers.
Overall, though, Web video is on the rise. Online streaming video rental subscriptions like Netflix have doubled in just a year. eMarketer predicts that consumer usage of alternative viewing channels will continue to climb, so that by 2015, 76% of Internet users, or 195.5 million people, will watch video content online each month.