ONLINE BOOSTS TV CONTENT VIEWING
People are watching more and more video content online. Also, they’re watching more and more ads—and increasingly they’re watching those ads in TV programming. The data supporting those conclusions are in the
Video Monetization Report Q3 2014 from FreeWheel, the digital ad platform now owned by Comcast. "Wherever you look in digital video, there is overwhelming evidence that it is rapidly maturing and growing into its long-awaited role in the future of television," the report concludes.
Online video may have started with :45 clips of cute kittens, but devices have improved and broadband delivery has improved, so people are now watching longer-form programming on digital devices. Ad views within long-form (20 minutes or more) and live programming rose 41% year-over-year, outpacing the 33%
growth in short-form (five minutes or less) videos. Ad views within live programming shot up 214% YOY, with 82% of live viewing attributed to sports.
In Q3 FreeWheel says authenticated viewing—
TV Everywhere—was up 368% YOY. The quarterly study also found that 64% of authenticated viewing by people using their MVPD paid subscription credentials was on a desktop or laptop computer screen, 22% using an OTT device and 7% each for smartphones and tablets.
A year ago only 14% of long-form and live monetization came from behind an authentication wall, FreeWheel noted. That shot up to 46% in Q3 of 2014. MVPD subscribers are increasingly making use of being able to access their pay TV content on digital devices. Yes, TV Everywhere is taking off.
FreeWheel also found that 56% of authenticated ad viewing in the past quarter involved live programming. Must-have live programming is described in the report as the hook for programmers to "capture and train" TV Everywhere viewers. Once introduced to authenticated viewing they can explore the rich libraries of on-demand programming, which accounted for 44% in Q3.
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