Streaming Media Grows Up

by Susan Kuchinskas

The streaming video market seems to have matured -- at least in terms of its audience.

The streaming video market seems to have matured -- at least in terms of its audience.

A research report released on Thursday found that consumers between the ages of 35 and 54 years old accounted for more than 45 percent of all online video watched in August 2005.

The research was conducted by comScore Networks in conjunction with StreamingMedia.com.

According to the study, 35 to 54 year-olds are 20 percent more likely to watch online video than the average Internet user, while 25 to 34 year-olds are 12 percent more likely than the average Internet user to watch a stream online.

Both segments are considered highly desirable by advertisers, and Erin Hunter, senior vice president of comScore Networks Media and Entertainment Solutions, said advertisers are waking up to the potential for reaching them via streaming media.

"Contrary to public perception, it's not just 'college kids' or 'bleeding edge' Internet users who are streaming videos," Hunter said in a statement.

The study also found that more than 100 million users access online digital media via streams and downloads in the U.S. in a month. Video consumption crosses all times of the day and demographics, with primetime and daytime showing particular strength.

Nearly two-thirds of all U.S. Internet users in August streamed audio or video through a portal, and almost 50 percent did so from an entertainment site.

The findings are the result of monitoring a representative cross-section of more than 1.5 million U.S. consumers who have given comScore explicit permission to confidentially capture their full browsing behavior, including audio and video consumption. The Internet audience measurement firm tracks millions of audio and video records each month, reporting traffic by site, player, format and protocol.

Dan Rayburn, executive vice president of StreamingMedia.com, said this was the first detailed collection of streaming media consumption, and it could be used as a market benchmark.

This article was originally published on Friday Dec 2nd 2005