Despite the increase in overall viewership and overall video sharing, the percentage of people who actually share online videos have dropped from 34% to 26%, a fact that Yahoo! attributes to the slightly older age of the video-watching demographic and type of video being viewed.
Older demographics are less likely to share videos, and are less receptive to ads associated with online video content, gravitating instead toward professionally-created media.
The study showed ads created by professionals for business, entertainment, or news sites were more frequently linked to brand recall, relevance, and personal acceptance. Videos produced by individuals were more frequently seen as "intrusive", "annoying", and irrelevant.