The joint survey conducted by Associated Press and America Online on a pool of 1,347 US Internet users revealed that more than half have been involved in the process of downloading, streaming and watching online video content. The analysis also concluded that online video content is on an ascendant trend when compared to consumer preferences and habits of the past year, with 32% of the participants revealing that they watch an increased volume of online videos. Additionally, 71% of online video users supported the use of advertising with free video services while only 32% stated that they would pay for free-ad content.

"There's no question that online video usage is growing faster than most predicted, particularly as more diverse, appealing and high quality branded video content is being made available on the Web," said Kevin Conroy, Executive Vice President of AOL. "As more and more Web users adopt broadband, demand for online video of all types, including news, music videos and concerts, TV and movies, sports highlights, and user generated video mash-ups will continue to grow at a very fast pace."

The majority of video content viewed is news-related - with 72%, but TV and movie clips and music videos are also popular themes - with 59% and 48%, respectively. In this regard, participants were encouraged to point to a variety of viewing preferences.

"One in ten online video users say that now that they can watch video online, they watch less television. Eighty-seven percent of online video viewers say their television viewing habits remain unchanged by the proliferation of online video," the study pointed out.