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Are Short Videos Best for the Web?

Online viewers want longer content

Good news for video publishers: Online video viewers are, for the most part, still watching as much TV and seeing as many movies on DVD and in theaters as ever.

Only 11% of online video viewers ages 12 to 64 surveyed in March and April by Frank N. Magid Associates said they had cut back on their TV time as a result of their Internet watching. One in 10 respondents said they went to movie theaters less as a result of online video, and only 7% said their DVD viewing had declined.

That may have something to do with the availability of full-length TV programs and movies online.

"The bulk of video consumed online today is typically short-form entertainment, rather than full TV episodes or full-length movies," said David Hallerman, senior analyst at eMarketer.

Last year, about one-half or more of US online video viewers surveyed regularly watched short news pieces, humor clips, movie trailers and music videos. Only about one in four viewers watched full-length TV shows, and only 14% viewed full-length movies.

But full-length TV shows were ranked as the most highly desired type of TV content by US and Western European adult Internet users surveyed in Q1 2008 by Opinion Research Corporation for Accenture.

Read more - eMarketer

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