According to the “2014 Original Digital Video Study” from the Interactive Advertising Bureau (IAB), produced by GfK, Americans are increasingly embracing original digital video programming, preferring that type of content to news, sports and daytime programming on television, and like it almost as much as they do primetime TV.
The research reveals that 22% of American adults watch original digital video each month, bringing the audience to 52 million per month. This represents a 15% increase from 45 million per month, reported in 2013.
The report shows that this programming is perceived as more innovative, edgy, unique and mobile in comparison to regular TV. Moreover, compared with a year ago, these aspects are cited almost three times more often for what is liked better about original digital video over typical primetime TV by monthly viewers of both.
The study reports on respondents who reported watching streaming video monthly with the video types defined as follows:
Flexibility of viewing is cited as the top driver for watching “made for digital” content (41%) and is considered a key reason for logging onto digital rather than tuning into traditional television shows. The ability to watch “anytime, anywhere” is reflected by a sharp increase in the mobile viewing of original digital video.
Smartphones (46%) and tablets (41%) are now being used to view this sort of programming at levels almost twice those of a year ago, says the report. In addition, 48% use internet-connected TVs to watch original digital video, creating a similar viewing environment to TV, also nearly double the rate in 2013.
Sizing the Market Among the General Population
Use of Streaming Video Types (2014; Adults 18+)
Original Digital Video
At least monthly
At least weekly
Source: IAB, April 2014
Randall Rothenberg, President and CEO, IAB, notes that “… original digital programming… captured the attention of consumers across the country… thundering applause from ‘standing-room-only’ audiences of media buyers and marketers at… NewFronts presentation… underscores the importance of this innovative medium to advertisers… “
The study also highlights how viewing habits for original digital video strongly differs from traditional television, says the report:
Sherrill Mane, Senior Vice President, Research, Analytics and Measurement, IAB, concludes that “… this consumer enthusiasm… translate into increased ad dollars… into original digital video… distinct differences between original video content on digital versus traditional television…”
To view the complete report with detailed charts and data on TV viewing and demographics (recommended), please visit here.