In Q1 of 2011 Nielsen published a Cross-Platform report entitled, “State of the Media.” The report highlighted that the average American has a growing number of options for when, where, and how they choose to view video and the associated trends that follow such a plethora of choices. One of the most notable discoveries was that more time is being spent watching video content on traditional TV’s, mobile devices and the Internet than ever before.

Overall video viewership showed a marked increase of 22 minutes per month per person over the last year with mobile viewing or watching video on a mobile device, saw a whopping increase of 41% for 2010 which is up more than 100% since 2009.

So who is watching and how? For specific ethnic groups African-Americans watch the most video content, including traditional TV and mobile video. Asians lead the time spent in watching video on the Internet. For the gender breakdown women spend more time on TV consumption than men. However, men spend more time streaming video content. Finally age plays a huge role in video consumption across media platforms. Traditional TV viewing increases with age as with Adults 50-64 comprising the largest audience. For viewing Internet video the 35-49 audiences dominate this platform with younger Americans continuing the trend toward streaming video online.

So what do all these facts and figures say about the role of video in capturing a larger audience, building a brand or generating revenue? To me, it demonstrates that highly personalized video content is the future and its time to rethink how it is incorporated into cross-functional strategy. To compliment that thought, I would also surmise the value to which the content is delivered is monumental to creating a memorable experience. So custom players, short –form video, and the appropriate monetization of advertising all play key roles in driving results.

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