Online Video Rivals TV For Viewers

by Gavin O'Malley , April 29, 2013

Casting the industry’s NewFront efforts in a brighter light, new research shows that consumer ad receptivity when watching original professional online video (OPOV) is now indistinguishable from receptivity rates during prime-time TV.

Better yet, consumers cite the Web’s wide variety of programming and flexible screening times as preferable aspects of OPOV over TV viewing, according to a new report from the Interactive Advertising Bureau and research partner Gfk.

“It is particularly telling that this kind of programming is attracting a large following -- 45 million [U.S. viewers per month] already -- while also bringing viewing experiences and ad receptivity that compare favorably with regular TV,” sad Sherrill Mane, senior vice president, analytics and measurement at the IAB.

As for how social media channels are leveraged during viewing, the IAB and Gfk found that OPOV and user-generated content viewers (41% and 56%, respectively) integrate social media much more within their online video experiences compared to those watching TV online (35%).

Speaking to the appeal of original professional online programming among younger audiences, younger adults 18-34 -- 31% -- and males -- 24% -- exhibited markedly higher OPOV monthly viewing levels.

When it came to which digital device consumers use to watch this type of video, laptops -- used by 50% of monthly OPOV viewers -- were by far the favorite pick.

Desktop computers came in second (39%); followed by Internet-connected TVs (27%); smartphones (26%); and tablets (23%). Regardless of which device they use, the vast majority (89%) of consumers still chose to stream their OPOV at home, the IAB and GfK found.

Similarly, the vast majorities of consumers (88% and 93%, respectively) stream user-generated content and TV programming at home.

For their report, the IAB and GfK said they surveyed over 2,400 people, and then identified and questioned over 1,000 avid cross-platform video viewers.

advertising, digital

4 comments about "Online Video Rivals TV For Viewers".

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Emily Duffy from VideoElephant, April 30, 2013 at 4:28 a.m.
We've noticed most people who want to buy Long Form TV content are doing so for IPTV and VOD Platforms rather than for broadcast. Viewers just are increasingly uninterested in scheduled programming on a television screen. Apparently even when viewers do watch traditional TV, it's accompanied 75%-80% of the time by a second mobile screen!
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John Grono from GAP Research, April 30, 2013 at 9:53 a.m.

Emily, I think you will find that the research shows that viewers HAVE EVER watched traditional TV they have used a second screen. This does not mean that EVERY time they watch TV they use a second screen. Surely the 80% figure exceeds the actual penetration of the devices!

John Grono from GAP Research, April 30, 2013 at 10:12 a.m.

Apologies for the poor grammar - my browser was playing up. That should have said "the research shows that 80% of viewers HAVE EVER watched traditional TV and used a second screen."

Doug Garnett from Protonik, LLC, April 30, 2013 at 4:40 p.m.

More suspect research. The headline is based on attitudinal questions? Yikes. Highly misleading. Consumption of online video is quite high. But it's purpose on consumer life is entirely different than TV. There is cross over at programming providers who use online distribution...but that's a far different question than asked here. So my advice, ignore this survey entirely. The truth is still developing and will be different...and no one can say exactly what it will be.