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.
Amazon’s drones are coming! (In India, not U.S.)
Now on music sharing site SoundCloud, advertising
‘Big Brother’ lifts CBS to Wednesday win
A media buyer’s guide to the Emmys
Ferguson kicks up cable news ratings
‘BoJack Horseman,’ amusing even so
Tell us, what’s your take on automated buying?
‘The Simpsons’ again, again, and again
Cable overnights: Comedy reruns top Tuesday
Hearst tries a Millennial magazine in NYC
NBC cancels ‘Working the Engels’
Two chances to see ‘Madam Secretary’
FX renews ‘Strain’ for season two
- Neil Munn rises to global CEO at BBH
- Kim Heneghan joins and Kim Castro rises at U.S. News & World Report
- Patty Adams Martinez, Busra Erkara and Mickey Stanley join Nylon
- Kevin Frazier becomes co-host at 'Entertainment Tonight'
- Rachel Brosnahan joins CBS's 'The Dovekeepers'
- Eva Longoria guesting on Fox's 'Brooklyn Nine-Nine'
- Megan Mullally and Natalie Morales guesting on 'Parks and Recreation'
- Tony Shalhoub joins the cast of Showtime's 'Nurse Jackie'
- Emmy-winning animator Liz Holzman dies at age 61
This week’s cable ratings
This week’s broadcast 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
Media planner/buyer opening in Detroit
Senior media planner/buyer job in Phoenix
Opening for an associate media director in SF
Media buyer opening in Milwaukee
Manager of media planning job in Dallas