Streaming media most popular with mature audiences

According to the Center for Media Research, a recent comScore report, "State of the Consumer Streaming Market", determined that 45% of the core audience for online video in August 2005 was the 35 to 54 year-old demographic.

Erin Hunter, senior vice president of comScore Networks Media and Entertainment Solutions, said "Contrary to public perception, it's not just 'college kids' or 'bleeding edge' Internet users who are streaming videos. Publishers are using innovative approaches to deliver their content, using high-quality video product clips, music videos, movie trailers, (and) full news broadcasts to engage their consumer. This creates a fantastic opportunity for advertisers to capitalize on what is now a mainstream audience."

Also noted in the report:

• More than 100 million users consume online digital media (streams and downloads) in the U.S. in a month, which represents almost 60 percent of the U.S. online population (97.5 million computers).
• Nearly two-thirds of all U.S. Internet users in August streamed audio or video through a Portal and almost 50 percent did so from an Entertainment site.
  

I'd also like to have seen projections for VOD in relation to how people feel about streaming media as opposed to always-available content, and platform(s) preferred for both distributing and consuming streamed content.