Warc Blog

Online video posting goes mainstream

14 October 2013
WASHINGTON: The number of adult Americans who post video online has more than doubled over the past four years, according to new research which also noted a modest increase in the percentage of adults who watch or download videos.

A survey of 1,000 adult internet users by the Pew Internet Project, conducted in July 2013, revealed that the number uploading or posting video online increased to 31% from 14% in 2009.

It also found 78% now watch or download videos compared with 69% four years ago and that the popularity of video-sharing sites like YouTube has encouraged 72% to use these sites compared with just 33% in 2006.

"Since 2006, we've seen consistent increases year-to-year in the percentage of adults who watch videos online, but this survey marks the largest increase we've seen in the percent of adults who are posting video online," said Kristen Purcell, associate director of research at the Pew Internet Project.

Pointing to the growth of video-sharing sites, online social networking and the proliferation of mobile phones, she believed the posting of videos was now becoming mainstream online behaviour.

Younger adults are much more likely to post video online, the research revealed, with 41% of respondents aged 18 to 29 confirming this activity compared with just 18% of internet users aged 50 and over.

Rates of online video watching are also very high among younger internet users, having increased to 95% of those aged 18 to 29 and 87% of those aged 30 to 49.

Yet, as Purcell noted, even among internet users aged 50 and older, 58% are now online video consumers.

Of the growing number who posted video online, 35% said they did so in the hope the content would be seen by many people or going viral while just 5% said they had regrets about a video they had posted in the past.

Comedy and educational videos continued to be the most widely watched, but music videos recorded the highest growth since 2009, rising from 32% to 50% of all online adults. 'How-to' videos are also watched by 56% of adult internet users.

Data sourced from Pew Internet; additional content by Warc staff

 
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