Video on the web is proving very successful in Sweden, where more than 1.9 million 15-74 year-olds, almost 30% of the demographic, watched web TV at least once during the fourth quarter of 2007, shows a study from Mediavision.

Other stats from the study include:

-         online video is most popular with men; around half of all men in the 15-74 age band have watched online TV

-          two-thirds of men 15-24 years-old stated that they have used the Web for watching TV or feature-length films

      -          one-third of the 15-24 year-old men online video has reduced their conventional TV consumption

Figure. Use of broadband for video: Percentages in various groups of the population, 15-74 years of age, Q4, 2007

 

"The trend is very strong. It is our assessment that over three million 15-74-year-olds will be Web-TV users a year from now, and over one million will be downloading TV programs," says Marie Nilsson, CEO for Mediavision.

Nilsson also contends that the rapidly growing online audience presents both incredible opportunities and new demands.

"It has to be easy for the user, and moreover, few are willing to pay."

Source: Mediavision through World Association of Newspapers