US broadband households watch an average of two hours of “alternative content” on a computer each week from sources including Facebook, YouTube, Vimeo, and Dailymotion, according to Parks Associates.
The research firm said that nearly one-half of US broadband homes watch user-generated content on a monthly basis and more than 10% watch livestreamed content – though only 7% of US broadband households watch sporting events via livestream.
“Alternative video is an important part of the video landscape, and it competes with other video options for a share of consumer attention,” said Brett Sappington, senior director of research, Parks Associates.
“Approximately one-half of households with a TV watch video from YouTube and similar sites on their TV set. In fact, more households watch online video from an app such as YouTube than watch video from a TV channel app.”
“Younger consumers are far more likely to create their own content as well as watch user-generated content. For these viewers, the creation of content is as much a part of the entertainment experience as is watching video.
“Increasingly, traditional content producers and service providers are leveraging alternative content in order to connect with audiences and draw viewers. Some are partnering with individual web celebrities and influencers who often have a disproportionately large influence on the user-generated side of the alternative content space.”