Online video audiences and broadcast TV

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Some interesting findings about how online video viewing is affecting traditional broadcast television audiences in the UK are revealed by a BBC/ICM survey.

The rapid growth in traffic to online video websites, combined with increased provision of online video by traditional media such as the BBC, has led to three quarters of users watching more online video than they did a year ago.

This rate of growth means that the 9 per cent of people who watch online video regularly will soon be joined by many more, making online video an increasingly attractive communication channel.

The challenge for communicators is to work out how to use this new channel to engage with audiences in a way that’s consistent with their brand values and communications strategy.

The full BBC report is here.

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