Australian Online Video Popularity Soars
22 Feb 2010
Latest figures from the Nielsen 2010 Internet and Technology report has revealed that 41 per cent of Australian internet users streamline or download videos, with 21 percent saying they do so on a regular basis.
The statistics have been released at the same time that American video streaming service Hulu has suggested it may enter the Australian market ahead of schedule, after the site’s international business director flagged Australia as one of Hulu's top 10 international targets.
The Nielsen report result ranks Australia higher than the UK, which only boasts a quarter of its internet users taking up online video.
Despite current slow broadband speeds and added charges by internet service providers within Australia, 44 per cent of regular online video users say they will stream more video this year, while 33 per cent plan to download more video content.
Managing director of Nielsen’s Australian online business Matt Bruce, said that the research showed an important growth within the industry.
He said there is currently “an amazing opportunity for the digital industry to tap into Australians’ growing love of online video content.”
With the implementation of the federal government’s National Broadband Network, the capacity for online video will grow, making the service be further accessible in Australia.
Currently, the most popular video streams and downloads are full-length episodes of TV shows, amateur clips on services such as YouTube, music videos and movies.
Nielsen further asked respondents if they were willing to pay for internet content. More than one-third of internet users said they would pay to own a downloaded video, while a quarter were willing to pay-per-view.
In the gender break down, 48 per cent of men said they watched video online compared to 34 per cent of women.
While Australia has been quick to embrace online video, the global leader remains the United States where 86 per cent of internet users view video content according to a report by comScore.
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