eMarketer: Convergence between TV, Internet on the way
By Leah McBride Mensching, Monday 25 February 2008 at 21:48 :: World Digital Media Trends :: #1316 :: rss
As television audiences become increasingly fragmented, traditional TV players are reaching out to online audiences, eMarketer reported Monday.
“It hasn’t happened yet, but full-blown convergence between television and the Internet is on the way,” the company's latest report states.
One factor leading to convergence between online video content and television is that currently, most online video is “snackable video – bite-sized entertainment – rather than a complete meal of full TV episodes or full-length movies,” the eMarketer report states.
Online video watched by 40 percent or more of the online video audience in the United States are clips that last five minutes long or less, such as music videos, news clips, movie trailers or clips from television shows or entertainment news, the report states.
Meanwhile, better technology will mean online video content “will expand in both length and breadth, and professionally-produced material will account for a large part of the menu,” according to eMarketer.
The report states that in the United States, 61 percent of online video consumed is news or current events. This is followed by jokes or funny clips (57 percent), movie trailers (51 percent), music videos (49 percent), television show clips and previews (44 percent), entertainment news and movie reviews (41 percent), user-generated videos (39 percent), weather information (36 percent), sports clips and highlights (30 percent), full episodes of television shows (27 percent).
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