ReelSEO caught up with Josh Chasin, Chief Research Officer for comScore at the adtech conference in Chicago last week.  Josh had just returned from moderating the panel titled, “The State of Online Video: Going Beyond the Pre-roll.”

According to Josh, comScore is the first company to measure online video in five countries – U.S., Canada, Germany, UK, and France.

Some key discoveries of comScore with video, shared by Josh in our interview:

  • Over the last 18 months, consumers online have increased the numbers of videos they’ve streamed by 70 percent, and the minutes they’ve streamed by 80 percent.
  • 70-75% of U.S. Internet users stream at least 1 video,
  • The typical online consumer looks at 3 videos per day, and streams between 85-90 videos per month among the 2+ online population.
  • 18-34 year olds make up the heaviest viewing demographic, and 35-54 being the 2nd heaviest.
  • While the majority of video right now is consumer-driven UGC, all of the major media companies are getting into online video in a big way. The major ad agencies are really getting into online video, since they’re seeing it as “a flavor of TV.”
  • Online video, by Josh’s own assessment, may be the best measurement of any content there is today.

A few predictions made by Josh in our interview:

  • The consumption of online video is only going to increase. A lot of traditional media is losing consumer viewing share right now to the Internet and especially to online video.
  • We’ll likely see a migration to longer-form video.
  • Video will have metrics take the emphasis away from the traditional page view, towards actual time spent – not just for video, but for all of Internet consumption.

The adtech site has a full bio on Josh and a session description.