Meet the typical online video consumer
He pays for what he watches and he's age 25-44
May 2, 2013
At its digital newfront presentation earlier this week, Hulu said that its paid subscribers have more than doubled in the past year, to just over 4 million.
Now we’re starting to find out just who those premium online video subscribers are.
A new report from Nielsen details who is paying for what entertainment content and how much they’re shelling out for it.
It finds that the typical streaming service buyer, someone who has subscribed to a service like Netflix or bought even a single TV show off of iTunes, is a hugely desirable audience for advertisers.
These online premium video consumers skew male and they’re most likely to be ages 25-44.
They also are more likely than the average internet user to be Asian or Hispanic.
“Home entertainment consumers are embracing digital at a higher rate than ever before, as we see double-digit percentage increases in both one-time purchases and content subscriptions,” notes the report.
This research is notable for media buyers because they are having a harder time reaching young men through traditional media.
This demo is watching television in smaller numbers, with gaming consoles, smartphones and tablets taking up more of their media consumption.
The Nielsen research backs up earlier studies that have noted young men are most likely to watch online video.
What’s interesting is that they don’t seem to have a problem paying for the content. This generation has grown up with the internet and video on demand.
That suggests that they may be willing to pay for online content in other areas, too, such as newspaper and magazine articles.
The study also found that the total amount of movies streamed from an online site for a one-time fee has risen by 32 percent versus the previous year, while the amount of TV shows similarly streamed has gone up 29 percent.
The amount of movies streamed through subscription sites like Netflix and Amazon was up 12 percent while TV shows were up 24 percent.
At the same time, the number of movie DVDs purchased fell 1 percent while the number of TV show DVDs bought was up 5 percent.
Nielsen examines Jen and Ben and Jen
Real loser in digital ads surge: TV
Study: Tube time really adds up over the years
NBC dominates with ‘Talent’ special
More fallout from botched UVA rape story
Four hot trends in online advertising
Back to school guide: By the numbers
Free ice cream when temperatures soar
‘Significant Mother,’ notify next of kin
Tell us your thoughts on radio
TV’s odd infatuation with hoarders
Cable overnights: ‘Catch’ snags first
An old favorite returning to ‘GMA’?
- Andrea Gustafson becomes design director at Havas Worldwide
- Tim Dingersen and Morgan Leykam join Reason2Be
- Danielle Maged becomes EVP of partnerships at Fox Networks
- Margaret de Streel rises to international editor at Wall Street Journal
- Arthur Gregg Sulzberger rises to associate editor at The NY Times
- Alex Berkett becomes SVP of corporate development at Viacom
- David O’Connell rises to EVP of production management at NBCU
- John Cook becomes acting executive editor at Gawker
- Vicky Ward and David Bouley join Town & Country
- Scott Nelson becomes head of Viber North America
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Assistant media planner job in Atlanta
Local marketing specialist wanted in Greensboro
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta