eMarketer projects that nearly 80 per cent of US Internet users will watch online video at least once a month in 2008, meaning 52.5 per cent of all Americans or 154 million people will watch online video in 2008.
That's a 12.1 per cent gain over 2007, but represents a slower increase, as more Internet users become online video viewers. By 2012, there will be an estimated 190 million video viewers, which will be a mere 3.8 per cent change compared with the prior year.
The majority of video consumed online today are clips rather full TV episodes or full-length movies. The most popular online video content, watched by more than 40 per cent of the US online video audience, are clips of five minutes or less. They consist of news, jokes, movie trailers, music videos and TV shows.
With about four out of five US Internet users watching online video at least once a month, the potential Internet TV audience is both large and ready for more content. US surveys show that people prefer to watch professional programming and will increasingly open doors for TV networks' content online.