Online video has reached critical mass. A new Pew Research report shows that seven in ten adult internet users (69%)—or roughly half (52%) of all U.S. adults—have used the internet to watch or download video.  Young adult internet users, 18-29 year-olds, continue to be the heaviest consumers of online video.  

The report clearly illustrates what digital marketers have been acting on since the beginning of 2010. Since 2007, there have been dramatic increases in the numbers of Americans who watch videos online. Comedy videos have risen in viewership from 31% to 50% of adult internet users. Educational videos, which have risen in viewership from 22% to 38%; movies or TV shows which have risen from 16% to 32% and maybe the biggest surprise is in political videos, which have risen in viewership from 15% to 30% of adult internet users.

“Pew Internet’s recent research demonstrates not only that online video viewing is surging, but also that consumers think of the online videos they watch as a major part of their overall media consumption,” says YuMe President  Jayant Kadambi. “As online video adoption continues to rise, advertisers will be able to achieve ever-greater scale with their online video campaigns.”

Paid content showed improvement, but not on the same level as overall viewership. One in ten video watchers (10%), or 7% of all internet users, have paid to watch or download a video.  In 2007, 4% of internet users had paid to access or download video online. 

On the other side of the camera, 14% of internet users have uploaded a video to the internet so others can watch or download it.  That figure is almost double the 8% of internet users who were uploading video in 2007.  Among video uploaders, the 4report found considerable variation in terms of who they share their videos with, who they believe is watching, and concerns about how their video may be used.  One in three uploaders (31%) say they “always” place restrictions on who can access their videos, while 50% say they “never” do this.  The remaining 19% fall somewhere in the middle. 

Asked about their experiences in sharing videos online, uploaders have these views:

• 41% agree they have been surprised by the number of people who watch their videos
• 39% agree that no one other than their family or friends will watch the videos they post
• 35% agree they sometimes feel they should be more careful about the videos they post
• 28% agree that sharing videos online has helped them meet new people