Findings from the recent Magid Associates study indicate an opportunity for television outlets to make gains online. Short-form video is emerging as the compelling entertainment form, and while news clips are significant in the mix, they aren't the format of choice.
The study indicates online video viewing has reached critical mass. It suggests people are increasingly multitasking while watching TV and that one-fifth indicate they are watching less TV as they watch more online video. Some 37 per cent said they find professional short-form video as entertaining as full-length shows.
Professionally-done video was a regular viewing choice among 43 per cent of respondents and news was a choice among 32 per cent. The opportunity appears to be for TV outlets to supply more timely content in greater volume.
