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40% US households video sharing weekly

Findings from research firm Parks Associates reveal that 39 per cent of US broadband households visit a video sharing site such as YouTube at least once a week. In total, 59 per cent of US broadband households visit an online video site on a regular basis.

According to Glenn Hower, Senior Analyst at Parks Associates, user-generated video from sites such as like YouTube skew heavily to young consumers. “Consumers 18 to 24 go to a video sharing site 13 days per month on average. They also use a video chat app like Snapchat an average of nearly 11 days in one month. The TV is still the most-used device for watching video content, but increased usage of secondary devices and video apps is making a significant impact on how users, especially younger viewers, consume and perceive content.”

Parks’ study, 360 View: Digital Media & Connected Consumers, also shows that live streaming on platforms such as Periscope and Facebook Live is still in its early days. The firm notes that 26 per cent of households participate in live streaming activity, such as streaming video from their own device or watching video over a live streaming platform.

“Emerging content platforms are changing the way content creators tell visual stories,” Hower said. “Services like YouTube have given rise to video bloggers and sketch performers to interact with and incorporate their audiences in a way that traditional media like film and television cannot allow. In addition, live streaming on platforms like Twitter’s Periscope or Facebook Live is raw and impromptu, which can come across as more ‘authentic’ compared to a recorded video that has been edited and perfected.”

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