White Paper

Online Video – Looks Who’s Watching

Is Online Video Replacing TV?

Online and mobile digital video consumption has increased over 900% since 2010. We surveyed 2,000 Americans ages 18 and over, who own a TV, a smartphone and a PC or laptop, to understand how they consume online video and respond to video advertising. Additionally, we examined their habits across channels and devices, and looked at the types of content that drive the most engagement.


image 51% indicated that when watching a 30‐minute recorded or on‐demand program, they are more likely to watch the entire program, including commercials, than not
image 59% view their TV set as an overgrown monitor for their self‐selected content viewing
image When asked the optimal length for a video ad, 46% of respondents indicated 15 seconds or under


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