The number of women and older adults streaming online video has increased significantly over the past six months, according to a new study from the global survey-based market research company Ipsos MediaCT.
Since December 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 percent to 54 percent. The percentage of adults aged 35-54 streaming video shot up from 49 percent to 60 percent.
“It appears the prevalence of streaming video online among younger males may be approaching a ceiling today, whereas the other demographic groups are driving the audience growth here,” said Adam Wright, Director at Ipsos MediaCT. “The implication for those in the video entertainment industry is that online video – as a medium – appears to be tapping into later stage adopter segments that were perhaps reticent to embrace it even just a year ago.”
The early adopter, male demographic only saw an increase of 3 percentage points from last year to 58 percent.
