“While 78% of males watch video online, only 66% of females do,” says Debra Aho Williamson, eMarketer senior analyst and the author of the new Women Online: Taking a New Look report. “They are less likely than males to visit most video destination sites — even the biggie, YouTube.”
The disproportion is all the more surprising because females watch more TV than males. So what do females watch online?
While the network does not represent all Web publishers, its reach makes it a good indicator of overall trends. Not only did all video streaming sites surveyed say that they run video ads, 80% more sites plan to suppport video in 2007 than did in 2006.
Asked which online ad formats would lead revenue growth, respondents overwhelmingly chose large rectangles. Video was far down the list.
Tomado eMarketer
Emily Smith of Disney noted how important user-generated content has become to such sites, saying that “because the community will ultimately decide whether content is relevant, we believe the site will remain on the leading edge in terms of helping parents with information and advice.”
The Internet is an obvious choice for reaching parents, since a near-total 98% of them are online, according to a Nickelodeon study released in January 2007.
