According to a new ABI Research survey, the number of people watching video streamed through a browser has doubled over the past year, going from 32% a year ago to 63% today.

ABI attributes the trend to growth in the amount of rich content available in ad-supported format on portals and through social networks, as well as increasing demand from consumers for video in both short- and long-form online.

“Consumers are changing their online habits quickly,” says research director Michael Wolf. “Broadband speeds have continued to increase at the same time that Hollywood has decided online distribution is a legitimate monetization opportunity.”

All forms of content are contributing to the rise of broadband video consumption, including that of long-form TV shows, and much of the longer-form content today is being watched by younger viewers.

Other highlights:

• Nearly half of those under 25, and 53% of those aged 25-29, watch long-form content in the form of TV shows or movies online once a month or more;
• Older viewers are much more likely to have experimented once with online shows;
• Three quarters of those over 65 who watch video online responded that they have never watched TV shows or movies online.

“Today’s younger consumers are developing habits that will mean drastic changes for the video entertainment market,” said Wolf. “Many consume a large percentage or even a majority of their video entertainment through online distribution today, and we believe that this trend will continue to accelerate as more efforts are made to put this content on various non-PC screens.”

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