About 68% of online video viewers watch YouTube video, while 51% check out video from TV broadcasts, and 49% are Netflix video viewers, according to a just-released survey from Adroit Digital, a video advertising company. Women are more avid Netflix consumers than men -- 56% to 43% of Netflix video users are women.
Consumer habits are changing quickly too, with 36% of viewers watching more than half of their video viewing on-demand rather than via live TV. In addition, about 13% of all video viewers watch more than 75% of their programming on-demand. Some are watching more than two hours a day; 28% of viewers watch 15 or more hours of streaming video through a game console or Internet TV each week.
Many of these consumers are quick to skip ads. The study found that 56% skip online video ads most of the time. Advertisers may be best off focusing on 15-second spots then, since 46% of viewers said this was the ideal length for a video ad.
Given this polyamorous view of video that many key video consumers have, it’s worth noting that interest in cord-cutting is high. However, consumers say they want all their video needs met by an online provider before they make the leap; 63% of video viewers would cancel cable if an online provider could “satisfy their broadcast TV viewing needs.” In such a scenario, a provider would be better off targeting men first. About 67% of men would cut the cord compared to 57% of women. Overall, the younger crowd is most eager; 66% of 18-to-24 year olds said they’d go cable-free if options elsewhere were satisfying.
However, time will tell if those figures pan out. Consumers often say they’ll do something, but whether it becomes a reality remains to be seen. Nonetheless, the perception of video and TV is changing. About 59% of respondents believe the role of the set is “an overgrown monitor for self-selected content viewing.”
Adroit Digital surveyed more than 2,000 consumers 18 or older who watched online video on more than one source.