Online Video – Where Do Viewers Live?


Consumers are watching more and more television, movies, and user-generated video content online.  How people consume video is going through a fundamental shift as content is available on new and emerging platforms.  According to comScore Video Metrix, 181 million US Internet users watched nearly 40 billion videos of online content in January 2011.

Where people live often can have an effect on their behaviors including viewing habits of online video.  What areas of the country have online video viewers?

As expected, people on the west and east coasts index high for online video viewers.  This means individuals in those areas are more likely to watch video online than in other parts of the country.  An index of 100 represents the average US consumer.  A higher index means there is more demand for a product or service in a given area.

There are pockets of counties with higher online video viewership throughout the Midwest, but in general people are less interested in going online in the Midwest and South than in other parts of the country – especially on coast in California and the eastern seaboard.

The county that has the highest online video index is Arlington County, VA.  Their index is 167, meaning that a given person is 67% more likely to watch online video than the average American.

Localized information is often more helpful when looking at behaviors, so this data can also be looked at using zip code level data.  The zip codes with the highest Online Video Index are:

  • 06269 – Storrs Mansfield, CT
  • 13244 – Syracuse, NY
  • 14109 – Niagara University, NY
  • 27411 – Greensboro, NC
  • 27710 – Durham, NC

What do these areas all have in common?  One way to look at the population is through segmentation analysis.  Esri, a geographic information systems company which also does data analysis, developed a tapestry segmentation that classifies US residential neighborhoods into 65 unique market segments based on socioeconomic and demographic characteristics.  The tapestry segments that have the most online video viewers are Dorms to Diplomas, Metro Renters, Laptops and Lattes, Trendsetters, and Military Proximity.

Who are these consumers that love online video?  Metro Renters residents are young, educated singles and are just beginning their professional careers in some of the largest US cities such as New York, Chicago, and Los Angeles. The median age is 33.6 and the median income is $56.311.

Lifemodes and Urbanization can also be used to classify consumers.  Segments within a LifeMode group share an experience such as being born in the same period or a trait such as affluence. Urbanization groups share a locale, from the urban canyons of the largest cities to the rural lanes of villages or farms.  Solo Acts and Scholars & Patriots residents, all Lifemode segments, are big viewers of online video.  Metropolis residents live in cities and High Society residents are very wealthy.  This information can be used to help market and target more online video viewers.

More information about Esri’s tapestry segmentation can be found at http://www.esri.com/data/esri_data/tapestry.html or to learn more about Esri in general, go to www.esri.com.

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