eMarketer estimates that in 2011, 68.2 per cent of US Internet users, or 158.1 million people, will be watching video content online each month. By 2015, that figure will increase to 76 per cent of Internet users, or 195.5 million people. In the same period, online video advertising spending will surge from $1.97 billion to $5.71 billion.

“Consumers are not ready to go over the top, but they are edging closer,” said Lisa E. Phillips, eMarketer senior analyst and author of the new report “The Video Viewing Audience: Trends for Marketers.” “They care most about convenience, cost and choice, and are interested in viewing options to the extent that they fit in with those demands.”

eMarketer expects that this year, 69.4 million adults will watch TV shows at least once a month through some type of Internet connection, meaning the show could be watched on a TV set, computer screen or mobile device. By 2015, nearly 100 million adults, or 48 per cent of all adult Internet users, will do the same.

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