Short-form, professional entertainment rules online video

Parent Category: News | 22-11-2013

It looks like the reign of the silly cat video is not quite over: in a survey from the NY Times Consumer Insights Group, 'funny video clips' were cited as the type of video that people watched most often (52%).

The funny clips category was followed by movie clips (46%) and music videos (39%).

News/current events shows up as the first non-entertainment topic, in fourth place (35%), though 50% said that they still expected to be entertained by news programming.

Overall, people watch online video for what they term entertainment, mostly (78%). A full 71% of survey respondents are also looking for the lulz ... they cited 'makes me laugh' as a goal. But a good percentage (64%) also wanted to 'learn something new.'

Ads do well by hitting the same themes: respondents watch online video ads because they either make them laugh or entertain them. And asked why they share online videos, 69% said that they like to entertain people.

Short-form video dominates usage (other than movies, TV shows, sports and live-streaming, the video topics in the top ten are not longer than five minutes). Yet, among frequent viewers, 42% said that they watch only or mostly professional video, while 39% watch professional and amateur equally. Only 17% watch only or mostly amateur video.

Cord-cutting is starting to happen too, sort of: the NY Times research also found that among frequent online video viewers, 25% are watching less broadcast TV than a year ago. Out of that quarter, 35% of them are doing so because of online video's influence. The top reason cited for watching less broadcast TV though was that they have less time (43%), followed by cable TV being too expensive (36%).

Among younger viewers, 46% still watch mostly TV. Yet 10% of them now watch no TV, 24% watch mostly online video and 19% said they watch both equally.