More internet users watching online video

Online video is set to see an increase in audience figures in 2008.

That is according to eMarketer, which estimates that this year 80 per cent of American internet users will view online video content at least once a month, representing 52.5 per cent of all people in the US.

In its new report, Online Video Content: The New TV Audience, eMarketer projected that there will be 190 million US online video viewers by 2012.

It was also revealed that the most frequently viewed types of video content were clips of five minutes or less, consisting of music videos, TV shows, movie trailers and news.

David Hallerman, eMarketer senior analyst and author of the report, commented: "From the video provider´s perspective, online video is not scalable, which means that the more people viewing video at a website, the more it costs that site to serve video and/or the slower the video gets served."

© Adfero Ltd