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19% of online video viewers prefer amateur work

This from a Pew Internet & American Life Project press release:

Fifty-seven percent of online adults have used the internet to watch or download video, and 19% do so on a typical day. Three-quarters of broadband users (74%) who enjoy high-speed connections at both home and work watch or download video online.

So what do they prefer, professional or amateur videos:

Professional videos are generally preferred to amateur productions online, but amateur content appeals to coveted segments of the young male audience.

Overall, 62% of online video viewers say that their favorite videos are those that are “professionally produced,” while 19% of online video viewers express a preference for content “produced by amateurs.” Another 11% say they enjoy both professionally-produced video and amateur online video equally.

There is one caveat:

For young adult men, one of the most sought-after audiences for advertisers, some 43% of online video users in this cohort express a clear preference for professional video, while 34% say they prefer amateur content. Another 19% of male video viewers ages 18-29 say they enjoy both amateur and professional content equally.

It is also viral:

More than half of online video viewers (57%) share links to the video they find with others, and three in four (75%) say they receive links to watch video that others have sent to them.

Here is what they are watching, (take note that news out preforms comedy, take that John Stewart — except for young adults –take that mainstream media) :

In all, the survey asked respondents about ten different types of online video content:

* 37% of adult internet users say they watch or download news videos online

* 31% say they watch or download comedy or humorous videos online

* 22% say they watch or download music videos online

* 22% say they watch or download educational videos online

* 19% say they watch or download animation or cartoons online

* 16% say they watch or download movies or TV shows online

* 15% say they watch or download political videos online

* 14% say they watch or download sports videos online

* 13% say they watch or download commercials or advertisements online

* 6% say they watch or download adult videos online

In addition, 6% of respondents said they watch some other type of video that does not fall into any of these categories.

The full report can be read here.

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