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.
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