The U.S. audience for "original professional online video," such as The Wall Street Journal Live News and Funny or Die, is now 45 million, according to the IAB. About 25% of all U.S. Web video views go to content "produced only for online viewing, not for showing on TV, but with professional production quality," the IAB notes. "It is particularly telling that this kind of programming is attracting a large following -- 45 million already -- while also bringing viewing experiences and ad receptivity that compare favorably with regular TV," says IAB's Sherrill Mane, senior vice president of research, analytics and measurement.

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