As multimedia journalists try to figure out how the Web changes video storytelling, it’s important to stay on top of research on the topic. Frank N. Magid Associates recently released results of a study that seems to indicate that TV stations need to develop a Web video strategy and fast.
Overall, the most-watched online videos are not professionally produced. According to the survey, video shot by consumers pulls in 43% of regular online video users. The second-most-viewed online video comes from news stories: 32%. Then comes music videos, 31%; movie previews, 29%; and comedy/bloopers, 26%.
Now, the good news in this is that just under a third of videos viewed are, in fact, news stories. But, what are TV stations doing to encourage appropriate audience contributions? And why aren’t all TV stations posting their own stories online? These are the questions TV stations need to be asking before they lose the video edge they still have.
Other important points from the study:
- 20% of all online video viewers watch less TV as a direct result of using online video.
- Young males watch the most — 70% of men 18-24 watch online videos each week, including 25% who watch daily.
- The biggest female group was girls 12-17. Fifty-six percent watch weekly, including the 13% who watch daily.