New York - Online video streaming is gaining mainstream momentum in the U.S., as the percentage of females over 12 and adults aged 35-54 who have recently streamed video online has grown dramatically over the past year, according to a report from market research firm Ipsos.

Since late 2007, the percentage of females ages 12 and older who had streamed a video online in the past 30 days grew from 45% to 54% -- nearly equal to the 58% of males who are viewing streaming videos.

The percentage of adults aged 35-54 that have recently streamed video online has also shot up since December 2007, rising from 49% to 60% in that time span.

"It appears the prevalence of streaming video online among younger males may be approaching a ceiling today, whereas the other demographic groups are driving the audience growth here," said Adam Wright, director at Ipsos MediaCT.

"The implication for those in the video entertainment industry is that online video -- as a medium -- appears to be tapping into later stage adopter segments that were perhaps reticent to embrace it even just a year ago."

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