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Ipsos Study Shows Increase in Online Video Streaming by Women and Seniors

November 5, 2008

By Jennifer Hull

According to a recent Ipsos MediaCT study, there has been significant growth in the popularity of online video services over the past six months among women and older consumers. The Ipsos MediaCT's MOTION study reveals a narrowing of the age and gender gap with the burgeoning online video audience in the U.S.

Streaming Video Building an Audience with Women

Recent data sourced from the study illustrate the widespread appeal online video services have with the majority of today's Internet users, and how streaming video in particular has helped build an audience with women and those ages 35 and older.

Since late 2007, the percentage of female Internet users ages 12 and older that have streamed a video online in the past 30 days has grown from 45 to 54 percent - an all-time high for this demographic and nearly equal to the percentage of men (58 percent) who have recently streamed video content online. Moreover, the percentage of adults aged 35 to 54 that have recently streamed video online has also shot up since December 2007, rising from 49 to 60 percent in that time span.

Online Video Streaming on the Rise for 35 to 54 Age Group

Video streaming is no longer simply an online behavior enjoyed exclusively by the stereotypical early adopter segment - young males. Rather, the growth in the online video audience is now being driven by other demographic segments. The data not only illustrate the massive audience that online video services are attracting today, but also underscore the shifting media landscape today for many video entertainment consumers.

Adam Wright, director of Ipsos Media CT, said, "Television networks, movie studios, and other video entertainment entities will need to recognize the growing demand among all consumers for digital distribution. Streaming video is no longer something just teens and twentysomethings are enjoying, but rather it has become a fixture in mainstream America's daily routines."