When YouTube launched five years ago, short videos were all the rage, and music videos, random comedy acts and of course adorable kittens became ubiquitous. But five years later, with online video delivery technology improving, long-form video is slowly gaining popularity. A new report from eMarketer predicts that the percentage of U.S. internet users who watch television online will explode next year, going from 58.9 percent this year to 72.2 percent next year, the largest year-to-year increase in at least three years. By 2014, that percentage will reach 77. As online video viewers drift more toward longform professionally done content, we’ll begin seeing new business models as well. More sites will experiment with paid content rather than ad-supported content, as Hulu is doing right now. Whether they will have much success remains to be seen. Paul Verna, senior analyst at eMarketer, talks to Media Life about who’s watching online video, why they’re migrating to longer-form content, and whether paywalls will work.
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