For Interactive Marketing Professionals (Length: 6 pages)

March 10, 2006

Youth Tune In For Online Video

Entertainment Content Wins, And Ads Get In The Way

by Brian Haven

with Chris Charron, Remy Fiorentino, Tenley McHarg

Executive Summary (This is a document excerpt)

Today's young online consumers enjoy Internet video, especially if it's entertainment-based. In 2005, 45% of online youth age 13 to 21 said they had viewed a streaming or downloadable video in the past month. Short-form video content, such as movie trailers and music videos, gets the most viewers — partially due to a lack of long-form content. Most of the content that youths view is supplementary to traditional media. This exposes an excellent opportunity for content providers to offer online video that leverages the strength of existing brands and provides a jumping-off point for new short-form content.