Your Video Future?

There may come a time when more online content is consumed via video than print. Clearly it won't be this year or next, but what about five, 10 or 20 years from now? For people in the online content-delivery business -- not to mention IT pros running resource-challenged networks -- it's a critical question. And while a recent survey commissioned by Google and AOL can't directly answer that question, the results (as reported by internetnews.com) reveal an unmistakable trend:

75% of nearly 2,400 respondents said they watched more video online than they did a year ago

52% expect to watch more online video over the next year

84% said they watch online videos when it is convenient

57% said online video offers much control over content

The survey was conducted by market research group TNS. Its real point is to help persuade marketers to pour money into online video advertising instead of television. Indeed, results include data relevant to advertisers:

78% agreed that online video ads offer as much or more opportunity to learn about an advertiser than does television

63% said they prefer video sites with advertising if it keeps content free

64% said they have taken action after seeing an online video

The survey included respondents from ages 18 to 54. I'd like to see a demographic breakdown of the responses by age; the trend toward video undoubtedly would be stronger among younger respondents. While I never would suggest that print will become obsolete, or even secondary to video, the habits of younger content consumers are vastly different from those of their elders. Online video isn't a novelty to Gen Y; it's a major -- and expected -- part of the mix. Content providers ignore this at their own peril.