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Here's some interesting new data on the impact of YouTube on traditional media.
   
 

YouTubers Watch Less Television

Almost one in three of frequent YouTube users say they are watching less TV as a result of the time they spend there. However, 73% of frequent YouTube users say they would visit the site less if it started including short video ads before every clip. 42% of online U.S. adults say they have watched a video at YouTube, and 14% say they visit the site frequently, according to Harris Interactive.
     

Of all frequent YouTube users:

  • 66% claim they are sacrificing other activities when on YouTube
  • 36% say their visits to the site are most likely to have been at the expense of visiting other websites
  • 32% say their time spent watching TV is next most likely to have taken a hit
  • 20% think that YouTube also pre-empts email and other online social networking
  • 19% defer work/homework
  • 15% aren't playing video games
  • 12% are not watching DVD(s) and not spending time with friends and family in person
     

YouTube usage is greatest among the group already hardest to reach through television advertising: young males

76% of 18 to 24 year old males say they have watched a video at YouTube, and 41% visit YouTube frequently. In the last year, TV networks have successfully experimented with airing of TV episodes with commercials on their websites. Nearly as many online adults (41%) say they have watched a video at a TV network website as they have at YouTube (42%). It seems like TV networks can get away with advertising more easily. Nearly three-quarters of adults who frequently visit YouTube say they would visit it a lot (31%) or a little (42%) less often if a short commercials before every clip were included.
     

New Media Statistics

  • $159 bln will be spent on digital home devices in 2006
  • $667 bln spent on mobile services by year-end 2006
  • $865 mln of Internet ad money to go to social networks in 2007
  • 1.1 bln mobile phones to sell in 2007
  • 100 mln Internet-based TV subscribers by 2010
  • 11% of mobile phones can display video
  • 13% of current peer-to-peer downloaders would pay $20 per movie
  • 13-14% of TV time for men and women 18-49 is out of home
  • 2.3% of online ad spending in 2006 to go towards video ads
  • 2.73 TVs, 2.55 people in average US households
  • 30% of mobile video users watch mobile TV
  • 49% of moviegoers research the movie on the Internet before going
  • 55% of social network visitors view streaming videos
  • 81% of consumers unsure of the right high-def DVD format
  • 81.2% of US households have DVD players
  • 79.2% - VCR machines
  • Online movie download market:
    • iTunes - 67%
    • MovieFlix - 19%
    • CinemaNow - 9%
  • Top Christmas gifts this year: digital cameras, cell phones, MP3 players
  • Video ads market shares:
    • Yahoo! - 24%
    • TimeWarner - 14%
    • Microsoft - 11.4%
    • Viacom - 8.5%
  • Viewed TV ads to decline by 23%

Source:  Ken Rutkowski, KenRadio Broadcasting


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Creative Producers Group