According to the findings, 63% of the UK population now watch video on demand, an increase of 28% year on year; the most popular site is YouTube.
The amount of time consumers spend watching downloaded content has almost doubled, from 641m minutes in 2006 to 1.2bn in the year to September 2007.
The research highlights the need for a common approach when it comes to measuring video content. It comes as a range of bodies sign up to the Broadband Measurement Working Group to create an industry standard for this purpose.
The group comprises BBC, BSkyB, BT Vision, Channel 4, Five, ITV, Virgin Media and industry bodies ABCe, BARB and the Institute of Practitioners in Advertising.
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