Purchased and rented videos are expected to provide the most robust growth for online video in the near term, in large part because of an increase in subscription services such as Netflix, which charges a flat monthly fee to deliver a combination of packaged goods and online content that can be viewed on home TV sets, In-Stat said.
Ad-supported professional video from major TV networks also will become a strong revenue contributor by 2012.
- By 2012, 39% of adults in the US are expected to have purchased or rented online video.
- 54% of respondents to an In-Stat survey of US consumers still favor physical discs when purchasing movies or TV shows.
- By 2012, 90% of US households will have access to broadband, with 94% of these individuals in these households watching online video.
“What is now seen as a predominantly younger pastime will spread to encompass a wider group of people, in part due to the aging of current online video viewers, but also as a result of word of mouth, spread of services, growth of in-home networks, and new network-connected consumer electronic devices,” said Gerry Kaufhold, In-Stat analyst.
The research examined the market for online video, including video rental/purchase, ad-supported TV programs, and ad-supported, user-generated video.