Video viewing on mobile phones continues to enjoy robust growth. Underscoring the key role that such digital devices play in consumers' lives is this new statistic: 46% of all video views came from mobile phones in the fourth quarter, an increase of 35% from the same period a year ago.
I'm enthused about the potential for programmatic TV and video, and all digital ad forms, to change for the better in the ways advertising is bought and sold. But there are some things that I want to feel better about before I would advise any buyer or seller to put all their eggs in the programmatic basket.
The rise in over-the-top viewing services has driven connected TV penetration to a majority. More than 52% of broadband homes now have at least one TV connected to the Web, which is an increase of 6 million homes from 2015, according to the latest research from The NPD Group.
SVOD now has a majority. Streaming and video-on-demand usage has been growing quickly in the last year, and fresh analysis finds that the penetration of SVOD services has hit more than 50% of households in the United States, according to a just-released report from Pivotal Research. That takes into account services like Netflix, Amazon Prime and Hulu Plus. The overall figure is a rise from 43% penetration in February of 2015, for a total gain of 17%.
What is it about one video that inspires a ton of spin-offs, while another gets none? We looked at the branded video campaigns from 2015 with the most user-generated content to pick out common themes and uncover what makes people engage with an ad in this way.
Online video viewing has become a daily practice for teenagers and young adults. According to fresh research from Hub Entertainment Research, 53% of 16- to 24-year-olds with broadband access watch Web-only video daily. That compares to 76% of viewers who watch this type of content every week. Both figures underscore the increasing reach and interest in made-for-Web content.