Study: Web Video Audience Stabilizes and Consumes More Streams

A comScore study finds that the overall size of the Web video audience is stabilizing, but folks in this group are consuming more online video streams than they did a year ago. From MediaWeek:

… while the number of total streamers appears to have leveled off after a rapid growth period several years ago, those streamers are watching more clips each year. comScore found that viewers averaged 82 clips per month and 228 minutes of video viewing in April [2008], versus the 63 clips and 158 minute averages recorded nearly a year earlier.

A stable audience footprint combined with increased usage suggests the Web video space is maturing past its anything-goes stage, which means book trailers, pre-roll/post-roll advertising, and other business oriented video initiatives could also gain broader adoption.

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