Thursday, 27th October 2011, 12:53:00
The soaring popularity of video streaming services has been highlighted after recent figures revealed UK internet users spend 240 million hours watching online video content per month.
Reported by competitive intelligence firm Experian Hitwise, the findings revealed a 36 per cent year-on-year increase in the popularity of video websites, with users making 785 million visits during September alone.
James Murray, marketing research analyst at Experian Hitwise, said: "There are now more visits to video websites every month than to email providers, travel or sports sites, which represents a huge opportunity to the savvy marketer."
YouTube was found to be the most popular driver of this growth, accounting for 70 per cent of all visits to online video sites. The platform is now classified as the third most popular website in the UK after Google and Facebook.
The analysis revealed UK consumers spend 184 million hours watching YouTube content each month, with an average viewing time of approximately 20 minutes.
"[An] increase in traffic to video-on-demand and more niche sites demonstrates that content is what matters most to today's internet users and they'll go to whatever site has the content they're most interested in viewing," Mr Murray added.
Researchers found that music, TV, films and gaming are the top four search topics driving internet users to video websites, with music accounting for 33 per cent of search clicks. Pop sensation Lady Gaga was the most searched for artist among individuals browsing the web for performance videos.
Earlier this month, research presented in Strategy Analytics' Connected Home Devices report Multiscreen Connected TV: Assessing Usage and Ownership revealed that 42 million homes across the US and Europe are using online video to catch up on their favourite TV shows and movies.
Researchers predicted media tablets would become more important to consumers searching for online content, while PCs and televisions remain the most popular technology used by the public.
Posted by Judy Gifford
Categories: | CDN / Networks / Streaming |
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