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by Joe Mandese
The amount of time Americans spend watching online video is vastly overstated, according to the findings of some highly regarded research made public Tuesday. The disclosure, which is likely one of the more controversial findings being mined from an ambitious piece of academic research that actually observed how people spend their time consuming media, was made during one of a series of so-called “collaborative alliance” meetings hosted by Havas media shop MPG for the advertising and media industry in New York.
“This may be the first study to document the dramatic overstatement of online video and mobile video,” said Jim Spaeth, one of the founders of Sequent Partners, which collaborated with Ball State University’s Center for Media Design on the Video Consumer Mapping Study on behalf of the Nielsen-funded Council for Research Excellence. The project, which cost $3.5 million to field, directly observed how people spent their day using media, found that while growing rapidly, online video and mobile video still account for a small fraction of the amount of time Americans spend watching all forms of video content, including live TV programming, time-shifted television, DVDs, video games, etc.