The number of Americans watching professionally produced online video content is up to 45 million each month but still represents a fraction of the traditional TV audience, the Interactive Advertising Bureau and Gfk have found. About 1 in 5 American adults watch professional Web videos, compared with 95% who watch TV, according to Nielsen statistics. The IAB-Gfk research also found that viewers of online shows are just as open to ads as TV audiences but prefer the flexible scheduling and breadth of content online.

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