The number of consumers viewing video online grew 18% from October 2005 to March 2006. In total, consumers viewed 3.7 bln video streams in March 2006 and slightly less than 100 minutes of video content per viewer per month, compared to an average of 85 minutes in October 2005. While the composition of video consumers is fairly evenly split among males (52%) and females (48%), the male audience is much more engaged with video, with the average male viewer seeing nearly two hours per month, while females consume approximately one hour and twenty minutes of video per month. Overall, males in the highly-coveted 25-34 age group have the highest intensity of video consumption, with an average of 140 minutes of video consumed per month.
Approximately 16% of all time spent viewing online video takes place during prime time hours, while 22% occurs on the weekend. During March 2006, approximately 42% of all US Internet users streamed video through an entertainment site, and more than 33% did so from a portal. On average, consumers spent close to one hour per month viewing Internet video from work locations during March.