An in-depth study of online video viewing habits conducted by the IAB, in conjunction with media research provider GFK, found original digital video content consumption for US adults is up 15 percent over last year’s numbers.
The research from the Original Digital Video Consumer Study shows original content is generating an audience of 55 million viewers per month, with perceptions around original online programming considered to be innovative, edgy and unique compared to traditional television shows.
From the report:
Watching “on my own schedule” is the top driver of use for Original Digital Video, and one of the main aspects liked better about original digital video over prime-time TV.
The report used focus groups and polled 1,100 online video consumers to better understand viewing habits of TV online (network TV shows streaming on network websites, or video sites like Hulu.com), amateur online videos, and original digital video content (programming produced specifically for online distribution and viewing).
IAB revealed more social media activity happens around original digital video viewing compared to prime-time TV, with nearly 25 percent of the audience for original digital video discovering, discussing or co-viewing the content via social media versus only 15 percent with prime-time TV.
The study included the following graphs to illustrate social media interactions associated with the different types of digital video viewing.
While somewhat confusing, the graphs offer a glimpse into the different types of social media interactions happening with online TV, amateur video and original digital video viewing. (Click the image to see an enlarged view of the graph.)
Social Media Interaction with Digital Video Content:
Survey participants reported ads viewed while watching TV online were more memorable than ads attached to amateur and original digital video content, with 51 percent of the participants claiming they noticed ads more when watching TV online content compared to 31 percent for amateur content and 29 percent for original digital video.
IAB claims the majority (65%) of original digital video viewership happens at home on laptops or desktops. The research shows viewing levels on mobile devices is nearly twice what is was in 2013.
Type of Devices Used to Watch Original Digital Video:
Since conducting the same research last year, IAB reports the amount of time given to online TV programs and online movies has increased slightly, while less time is being spent watching non-professional video.
Minutes Per Day Spent Watching Online Video by Content:
At 65 percent, most of the survey and focus group participants said finding original digital video content was “easy” with the most common discovery resource being recommendations from friends and relatives.
Original Digital Video Discovery Resources: