As NewFronts 2014 comes to an end, host IAB releases research that asserts that original digital video content consumption for adults in the U.S. increased by 15% compared to last year. Around 52 million adults now tune into original video content each month, with the ability to choose their own schedule being a major driver for many viewers.
The report, produced by IAB and media research group GFK, polled 1100 consumers of online video content to better gauge the viewing habits of modern Americans. Online TV, online video and original digital video content consumption were analysed to confirm what was drawing viewers in. Social media activity was also taken into consideration, and the report found that 25% of viewers who watched original digital video content discussing those shows across their social feeds, as opposed to only 15% of respondents who actively tweeted or liked prime-time TV content.
The study aimed to identify the size of market for professionally produced, original video content, against amateur content, and relative to TV or Movie content. IAB also wanted to established the patterns of behavior behind online video viewing habits as opposed to the more lean-back TV experience.
http://www.reelseo.com/online-video-23-minutes-a-day/