Yahoo Data: “Online Primetime”

Yahoo/Interpret recently published results of an online video study updating a study conducted in 2009.   One of the findings is that online video, which previously peaked mid-day, now peaks in the evening hours; the Yahoo report refers to “online primetime”.   As per their key chart, cited below…

From "Phase 2 Of Video Evolution Revolution", Yahoo/Interpret, 6/2011

This startled me because of both the similarities and differences versus my post of a couple of days ago, Is Your Video Traffic Upside Down.   I argued, for major content sites with a mix of text and video, that people are relatively more prone to watching video on the weekends and in the evenings when total traffic for these sites is at low ebb.   The Yahoo data shows that people are consuming more video in the evenings on an absolute basis.

Of course I was talking about content sites with a mix of text and video while the trend cited above is driven by Hulu and Netflix, video-focused sites.  That may be the difference.   I also wonder, this being self-reported data, whether evening online viewing is more deeply engaged in and therefore better remembered, more likely to be reported in a survey.

But the key data point that that this chart seems to beg for:  how much of total “online” video content is being watched on a computer screen versus how much is being ported to a TV screen?  What’s the trend for this?

What’s of interest to me is how much online viewing is in typical TV lean-back manner, on a big screen 10-feet or so away…versus on a small screen 2-feet or so away.

Because I would think the “online primetime” trend and a “online 10-foot viewing trend” would be happening in tandem.

Leave a Reply

Your email address will not be published. Required fields are marked *