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ARCHIVE 2006
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Study shows social networking a prime channel to
distribute online video
Users who frequent social networking sites such as MySpace show a
predilection for online video, with 55% viewing streaming videos and 21%
downloading long-form videos on at least a monthly basis, according to
Parks Associates’
Internet
Video: Direct-to-Consumer Services.
This correlation between social networking Websites and Internet video
services is even more dramatic when comparing social networking users and
non-users. People who visit a social networking site at least weekly are
overall six times more likely to download long-form videos and 1.5 times
more likely to view streaming Internet videos than are those who do not
use these Websites.
“Whether the business model is free video streaming backed by
advertisements or the sale of online movies and TV shows, social network
Websites are well positioned to become strong contenders in the Internet
video business,” said
Yuanzhe (Michael) Cai, director of broadband and gaming at
Parks Associates. “On the other hand, online video Websites, if they are
to be competitive, need to beef up their social networking features to
attract and retain users.”
Media companies with online assets also have the challenge of
attracting older users, who are likely to have more disposable income but
are not yet part of the social networking scene,
Cai said. Currently, two-thirds of frequent social networking
users are younger than 24, an age group that typically includes heavy
users of digital entertainment. In order to approach older demographics,
these companies need to seek alternatives.
“Social networking sites such as MySpace and Facebook are effective in
reaching a young and dynamic Internet audience, but the question is what’s
next?”
Cai said. “Besides monetizing their social networking assets,
large media companies need to attract older demographics to social
networking or leverage other virtual hangouts that appeal to older
Internet users, such as peer-to-peer communities, which have a slightly
older audience, or special-interest websites like iVillage.”
Internet Video: Direct-to-Consumer Services examines the growing
market for online video, defined as video delivered over the Internet. The
information and analysis address the industry value chain, business
models, the challenges and opportunities for traditional and emerging
players, new online video technology solutions, and consumer perspectives.
For information, visit
http://www.parksassociates.com. For more market research data,
available through Parks Associates’ Fast Facts site, visit
http://www.parksassociates.com/fastfacts.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates co-hosts executive thought
leadership conferences CONNECTIONS™ and CONNECTIONS™ Europe in
partnership with the Consumer Electronics Association (CEA®). In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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http://www.connectionsindustryinsights.com
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