Online Publishers Association (OPA) has just released a study that says video viewing online has reached the point where it is “a routine practice” for many internet users.Online video market stats: 

- 24% of internet users access video at least once a week
- 46% watch video at least once a month.

What kind of online video content do people watch?

News = 27%
Funny videos = 26%

The report says “not surprisingly,” though I personally do find it surprising… anyway: online video viewing is very common at home (39 percent of those with home internet access watch at least once a week) compared to 19 percent of those who watch at least once a week at work.

The OPA says that half of all video viewers go to a specific site to find video, and a majority of video viewers (58 percent) say they rely on two to five sites. Another popular way to find video is through random surfing, which is done by 48 percent of video viewers.

More importantly, 66 percent of video viewers have watched online video ads, and 44 percent of those have taken action on what they’ve seen. Visiting a website ranks highest at 31 percent, while eight percent are actually driven to make a purchase.

Video ad watchers generally prefer short ads. However, 39 percent said they would watch ads lasting longer than 30 seconds.

Of course, when we talk about online video, we’re really talking broadband, so it’s worth mentioning that according to the latest data from Nielsen//NetRatings nearly 68 percent of active internet users in the U.S. had access to broadband as of February. The number of active at-home broadband users increased 28 percent– from 74.3 million in February 2005 to 95.5 million February 2006.

Courtesy of OPA.

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