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  • Report: Online Video Viewing Edges Out Traditional TV Viewing in U.S.

    In August, hours spent watching online video per week edged out hours spent watching traditional TV on broadcast, cable, or satellite in the U.S., according to a new report from Limelight Networks. Respondents in the U.S. said they watched a record 9.3 hours of online video per week vs. 8.9 hours of traditional TV. Respondents in India, Singapore, Indonesia and France also watched more online video weekly, while those in Germany, U.K. and South Korea continue to watch more traditional TV.

    Only viewers in India (10.9 hours per week) and Indonesia (9.5 hours per week) watch more online video that U.S. viewers. Globally, online video consumption reached 7.9 hours per week in August, up 16% vs. 6.8 hours per week a year ago and 4.3 hours per week in 2016. 27% of respondents said they watch 10 hours or more of online video per week while 39% said they watch 4 hours per week or less.

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  • Coronavirus Video Industry Research Hub [UPDATED]

    Everyone is struggling to adapt to the new realities of life with the coronavirus. One of the big side effects is a spike in stay-at-home viewing of both ad-supported (AVOD) and subscription-supported (SVOD) video. Changes in consumption are being strongly influenced by the suspension of live sports and the postponement of this summer's Olympics. In addition, billions of dollars of ad spending are being reviewed - either to be reallocated elsewhere currently, eliminated or banked for the future.

    A lot of valuable data and insights are being provided by industry leaders that helps us better understand these rapidly-shifting times. I will be trying to curate as many of the links to all of it as possible on a daily basis on this Coronavirus Video Industry Research hub, which is part of our sister site, VideoNuze iQ (where lots of other great industry data is also available).

    If you have data or insights to share, please send them to me, along with appropriate links and any other suggestions you might have. I'll be contributing interviews with industry leaders as well. Hopefully this hub can assist all of us in getting through these challenging times.


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  • Research: Connected TV Ad Impressions Share Settles Into 50% Range, For Now

    Extreme Reach has released its Q4 and full year 2019 Video Benchmarks Report, finding, among other things, that connected TV (CTV) has settled into a range of approximately 50% share of all video ad impressions. In Q4 ’19 CTV impression share landed at 47%, slightly down sequentially from 51% in Q3 ’19 (also its peak quarter for the year), but slightly up YOY from 44% in Q4 ’18.

    Three months ago, when I reviewed ER’s Q3 ’19 benchmarks report, I wondered whether CTV share would step up in the Q4 holiday season since cord-cutting was accelerating and new services were launching. But it looks like the answer was no, at least for now.

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  • Research: Viewers Manage Spending With Password Sharing and Ad Tolerance

    These days there’s no shortage of SVOD services to choose from, with each one seeing to grab a slice of viewers’ monthly spending. And with cord-cutting on the rise, undoubtedly there IS some spending freeing up as viewers cancel their pricey pay-TV services.

    But two major industry trends should keep SVOD providers from being overly optimistic about replicating anything close to Netflix’s ad-free hockey stick subscriber growth over the past decade: first, the prevalence of password sharing and second, a tolerance for advertising related to “subscription fatigue” that the proliferation of SVOD services is engendering. New data released this week by Hub Entertainment Research and The Trade Desk underscores the extent of both.

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  • Research: 3 Key Video Ad Metrics Show Stability in Q3 ’19

    Three key video ad metrics showed ongoing stability in Q3 ’19 according to Extreme Reach’s latest Video Benchmarks Report. Specifically, premium publishers (direct sellers of ad inventory) maintained 80% share of video ad impressions (compared to 82% and 83% in the prior 2 quarters), while media aggregators’ share was 20% (compared to 18% and 17% in the prior 2 quarters).

    Given this, it’s no surprise that 30-second spots, TV’s traditional workhorse unit, accounted for 66% of video ad volume in Q3 (comparable to 64% and 69% in prior 2 quarters). 15-second spots accounted for 32% of video ad volume (in line with 33% and 28% from prior 2 quarters).

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  • Research: 40% of Streaming Video Ads Failed to Play in Q3

    If you’ve ever waited for an ad to play while watching something online, only to have the ad never end up playing, you’re not alone. According to Conviva’s latest quarterly State of Streaming report, 39.6% of all streaming video ads completely failed to play in Q3 ’19. The vast majority, 35.7%, were ad start failures, with exits before the ad started comprising the remaining 3.9%. In addition, the average ad start time was 1.14 seconds and the ad buffering ratio was .77%.

    Ad failures and delays disrupt the user experience and cause abandonment, both harmful to ad-supported video businesses. As Conviva points out, ad-supported video is already an important business model, and will further grow as viewers cap the number of ad-free streaming services they subscribe to.

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  • Research: 63% of Viewers Say Their Favorite Show Comes From An Online Source

    A new survey from Hub Entertainment Research found that 63% of respondents identified “online” as the main source of their favorite TV show, vs. 35% who said it is their pay-TV set-top box. The 28 point gap is a big jump from the 2018 survey which found a 56%-44% divide in favor of online.

    No surprise, within online, Netflix is by far the number one source of respondents’ favorite shows. Netflix was identified  by 34% of respondents, followed by 10% for Amazon Prime Video, 8% for Hulu and 4% for “other online.”

    Hub didn’t provide an age breakout for any of the above data, but a separate study released today by Common Sense Media found that for 8-12 year olds, YouTube is by far the most used video service (53%), with Netflix next (27%) and YouTube Kids (7%), Amazon Prime Video (3%) and Hulu (2%) following. An interesting article in today’s WSJ helps explain the appeal of YouTube to teens.

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  • Research: Connected TVs Account for 50% of Video Ad Impressions

    Half of video ad impressions were delivered on connected TV devices in Q2 ’19, according to Extreme Reach’s latest Video Benchmark Report, which is based on the company’s AdBridge ad server. That was up just a bit from Q1 ’19, but up significantly from Q2 ’18 when CTV accounted for 38% of ad impressions. Other devices’ video ad impressions shares dropped year over year: Mobile from 31% to 25%, Desktop from 23% to 16% and Tablet from 9% to 6%. Unclassified took a small percentage as well.

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