According to the website MediaPost (http://www.mediapost.com),
Having gone from zero to mass market globally in three short years, online video is the fastest-growing media platform in history, according to a new report from social media research consultancy Trendstream and research firm Lightspeed.
In one week in January, 97 million Americans viewed a streaming clip online — as many as are tuning into any major broadcast network — according to a recent survey of 1,000 U.S. active Web users ages 16-65.
What’s more, with 72% of U.S. Web users watching clips online, Web video outstrips both blogging and social networking, and is now the leading “social-media platform.”
With users from across the age spectrum watching, creating and distributing video content online, the so-called “digital divide” is not as wide as might be expected, according to Trendstream. It is also clear that the online video audience is far more sophisticated and influential than was previously supposed with the heaviest viewers in the 25 to 34 age bracket.
With 49 million active Web users — 32% — uploading content in January 2009, users of all ages now generate far more content than traditional broadcasters and collectively contribute the majority of video content to the Web.
According to Trendstream, broadcasters who wish to engage with this highly influential and affluent group need to develop highly compelling, multi-platform content that can be accessed through multiple gateways including email, music sites, news sites, film sites, blogs and social networks.