Survey: Three-Fourths of U.S. Online Video Watchers Prefer Pre-Roll
According to a telephone poll commissioned by the AP and AOL, 71% of U.S. Internet users who watch online video prefer to watch and download videos for free sponsored by pre-roll advertising, while only 23% said they would prefer to pay for ad-free content.
The poll also found that users prefer shorter videos. Additionally, only about 20% of those surveyed had downloaded or watched a full-length movie or TV show. The survey says that 54% of U.S. Internet users consume video online. Accordingly, 32% of respondents say they now watch more video online than they did a year ago, while 80% say their TV viewing habits remain unchanged.
“There’s no question that online video usage is growing faster than most predicted, particularly as more diverse, appealing and high quality branded video content is being made available on the Web,” said AOL EVP Kevin Conroy in a statement. “As more and more Web users adopt broadband, demand for online video of all types, including news, music videos and concerts, TV and movies, sports highlights, and user generated video mash-ups will continue to grow at a very fast pace.”
The poll was conducted by Ipsos Public Affairs and reached 1,347 online video watchers in the U.S. The top video categories were News, at 72%, and TV or movie clips, at 59%.
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