Frank N. Magid Associates, specialist in research-based consultation, and Metacafe, the independent online video site, have released survey results revealing consumer behaviour and preferences in online video viewing.

The survey found that short professional videos are among those most regularly watched online, and well over one-third of consumers (37 per cent) who watch these clips online find them equally or more entertaining than full-length TV shows on their television set.

"There's no doubt that online video viewership has reached critical mass, and its growing popularity indicates that online video is fast becoming an entertainment genre in its own right," said Mike Vorhaus, president of Magid Advisors. "Short professionally created videos dominate online viewing, especially among younger consumers, which underscores the need for brand advertisers to expand their marketing efforts beyond both traditional television and online TV."

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