The number of homes with more than one streaming service is rising. About 16% of U.S. viewing homes subscribe to multiple SVOD services, and that's up from 10% three years ago, according to a new study from GfK research.
While consumers are increasingly devouring TV shows and movies online and via over-the-top options, they're also still gobbling up snack-size programming. Indeed, short-form videos are raking in the viewers, according to a new report from Horowitz Research. About 44% of Internet users watch short videos daily, with 76% tuning in weekly. The study of 1,500 Internet users found that only 13% watch a short video less than once a week.
Consumers are picking up their phones, well, all the time. Often, we watch videos of all variety on them, and we do it quite frequently. The year-over-year uptick in mobile viewing is noteworthy for content creators and brands as it provides insight into consumer behavior.
If you haven't tried multichannel pay TV, you might never miss it. So-called cord-nevers, especially those between the age of 20 to 35 who have never had a legacy pay-TV service, are usually quite content with streaming services. In fact, many of these "millennial cord-nevers" say they get everything they need when it comes to video entertainment from Netflix, Hulu and their SVOD brethren, according to a new report from The Diffusion Group (TDG).
Back-to-school video ads this summer collectively generated more than 133 million online views, and when broken down by creative appeal, humorous appeals generated the most views (more than 52 million).
Quick. Name one of the fastest-growing video ad units this year. You guessed mid-roll, right? Or maybe not. But this video workhorse ad unit is indeed growing at a quick clip this year. Mid-roll ads rose 24% in use year over year, jumping from 19% of ads in February 2015 to 33% in April, according to a report from Ooyala analyzing video ads across nearly 50 global premium publishers and broadcasters.
The number of over-the-top subscriptions has ramped up by 12% over the last two years. That's the finding of a new research study from Parks Associates reporting that consumer adoption of services like Netflix and Hulu has increased since the third quarter of 2014, even though password sharing is also up.
Advertising on mobile phone screens is growing by leaps and bounds, and marketers are eager for insight into what drives consumers in this burgeoning ad medium. While it is still early days, video ad software provider Videology released a handful of case studies from recent mobile campaigns, revealing some data on what has worked.
Consumers like their streaming video services more than their cable services, according to a new study. But how long will the honeymoon last? Maybe only until they give up their cable.
It's time to move video advertising out of the middle of the content stream, and right to the front of the interactive content activation experience. It's time to put the viewing of advertising in the hands of the user, just as we've done for content. It's time for a gateway unit that commands high CPMs from brand advertisers, is fully viewed and listened to through consumer activation, and allows users to opt out of in-stream interruptions by opting in to an advertiser message.