Web Shows, Web Ads Prove Prime-Time Competitor

Don’t call it cord cutting, but consumers are watching nearly 9% less cable television, while increasing their viewing of content on a PC by 26%. That’s according to new research from Dynamic Logic in participation with Web video platform blip.tv.

Compared to six months ago, blip.tv viewers also report spending 19% more time watching video content on a mobile device, and 18% more time viewing video on game consoles.

The findings also show that viewers of original series watch content most often during prime-time hours of 8pm-11pm, while the second most common time for people to watch web series is 6pm-8pm.

For blip.tv -- which produces Web series itself -- the survey results prove that Web content can now compete with prime-time TV fare.  Also of note, when asked about their online advertising preferences, 35% of blip.tv viewers chose banner ads as the preferred form of advertising, followed by pre-rolls coming in second at 15%.

Viewers of original Web series responded more positively to advertising than viewers of television content online, the research found.

"It's clear from the research that Web series fans are beginning to watch less television, Dina Kaplan, co-founder of blip.tv, said. “It's also significant that our viewers are more accepting of advertisements on Web series.”

The research showed that 43% of blip.tv's audiences had a positive reaction to ads in front of original web series content. However, when asked the same question about advertisements in front of television content streamed online, users were less receptive, with only 30% reacting positively.

The Dynamic Logic study also shows the average viewer of a Web series is 33 years old, college educated -- 60% -- and almost evenly divided between men -- 51% -- and women -- 49%.

"As the sophistication and availability of online and mobile video increases, consumers will pursue the content they want, regardless of the medium," said Lindsay Leon-Atkins, director of custom solutions for Dynamic Logic.  

Research was conducted via a survey among 1,500 blip.tv viewers, while, Dynamic Logic's AdRadar technology identified online panelists who viewed blip.tv videos in the past month.



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