Commentary
Up In The Mountains With A Case Of Consumption
- by Joe Mandese @mp_joemandese, April 5, 2013
Mike Bloxham, moderator of the “NewFronts” panel at the Video Insider Summit up at the Mohonk Mountain House, put some new dimensions around online video consumer. Bloxham, of course,
is executive vice president of the Media Behavior Institute, which measures just that sort of thing -- how people actually consume media.
The good news is
consumption of online video is growing fast -- It’s up 25% year-over-year among adults 18-64, according to MBI’s data. The bad news, is it’s still a relatively low percentage of
overall video consumption. On average, 34% of adults 18 to 64 consumed online video at least once a week.
By comparison, Bloxham said 95% of adults consume TV at
least once a week, but that’s down 1.5 percentage points from a year ago.
“Live TV is still a leviathan,” Bloxham noted.
That said, consumer behavior is changing fast. Bloxham noted that among the fastest growing platforms for consumer video is tablets -- +133% over the past year -- but still only 16% reach on a
weekly basis.
With that in mind, Bloxham invoked his "Mary Meeker smackdown moment," but not in the conventional sense of asking why digital is entitled to the same
share of ad spending as the consumer time spent with digital media. No, Bloxham went beyond that, asking why online video shouldn't garner a higher share if it deserves it.
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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
Joe - minor correction. Weekly reach of video on tablets is 6% not 16%. It's the English accent. :-)
Mike
And the decrepit Italian-American ears. I will publish a correction, as well, just in case nobody notices these comments. Thanks, Mike.