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  • Video Ad Spending Stays Strong on Social, With CTV Gaining

    Video ad spending remains strong on the biggest social platforms, while connected TVs are gaining, according to a new Pixability survey of ad agency executives. 90% of agencies are running video ad campaigns on Facebook, followed by 88% on YouTube and Instagram. Hulu was fourth with 80%. Roku was at 58%, ahead of Twitter (42%) and Snapchat (36%). Amazon Fire TV lagged at 27%. Linear TV is used by 76% of ad executives surveyed.

    All platforms look poised for continued success with 63% of agency executives saying they’ll increase video ad spending in 2020 by 1-10%, and another 20% saying they'll increase spending by over 10%.

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  • Research: Streaming Hours Up 130% in Q2 ’19 as CTV Leads Again

    Streaming video hours were up 130% in Q2 ’19 vs. Q2 ’18 according to Conviva’s new State of the Streaming TV Industry report. Connected TVs led with 143% growth, followed by mobile (up 109%) and PC (up 75%). CTVs also led with 28.8 minutes of watch time per play, followed by PC with 15.1 minutes and mobile with 12 minutes.

    Overall, CTVs accounted for 54% of all viewing hours in Q2 ’19, followed by mobile (23%), PC (14%) and others (8%). Roku continues to dominate the CTV category, with 43% of time viewing. Fire TV was a distant second at 18%, followed by Apple TV at 10% and Xbox at 9%.  Roku also had the highest year-over-year growth rate in viewing hours, at 173%, with Fire TV next at 145%, and then Apple TV at 129%.

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  • Research: CTV Ad Impressions More Than Doubled in 2018, Boosting 30-Second Ads

    Extreme Reach has released its Q4 and full year 2018 Video Advertising Benchmarks report, which further reinforces the ascendance of connected TV (CTV) viewing and monetization. Importantly, the ER research is the first I’ve seen that highlights how CTVs are actually helping 30-second ads gain share of impressions vs. ads of other durations. This is a critical development as it helps re-energize TV advertising’s traditional workhorse unit that has been under pressure from all corners.

    First, CTV’s share of video ad impressions jumped to 38% in 2018, up from 16% in 2017. CTV video ads are benefiting from a perfect storm: rapid device adoption, launch of numerous apps by premium content providers, emphasis on ad-supported business models with the exception of a few SVOD or hybrid stalwarts (e.g. Netflix, Amazon, etc.) and heavy investment in CTV ad tech stacks. All of this is leading ad buyers to rapidly embrace CTV as a must-have in their campaigns. (And by the way as just one indicator of how accessible CTVs have become, I just noticed that Amazon is selling its Toshiba Fire TV 32-inch model for just $100 today only. Yes, you read that right.)

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  • Research: Roku Users Have Lower Pay-TV Subscription Levels

    The Diffusion Group has released new data showing that Roku users have the lowest levels of traditional pay-TV subscriptions and the highest level of cord-cutting. According to TDG, 64% of Roku box users and 66% of Roku stick users subscribe to pay-TV. 30% of Roku box users and 26% of Roku stick users are cord-cutters.

    For all adult broadband users, 73% continue to subscribe to pay-TV, with just 21% saying they’re cord-cutters. Other devices measured, including Fire TV, Apple TV and Chromecast all had slightly higher levels of pay-TV subscriptions and similar to lower levels of cord-cutting.

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  • FreeWheel: Connected TV and VOD Viewing Drive Over Half of All Premium Video Views

    Connected TV devices and set-top box VOD now account for 57% of all premium video views in the U.S. according to FreeWheel’s Q2 Video Monetization Report (VMR) released today. It is the first time CTV and STB VOD have driven more than half of premium video views, and is up from 49% in Q2 ’17.

    However, the big reason for the jump is due to CTV, which jumped from 29% of all premium video views in Q2 ’17 to 41% in Q2 ’18. STB VOD actually declined over the same period from 20% to 16%. I’ve believed for a long time that CTV viewing of SVOD and other ad-supported on-demand OTT programming would eventually chip away at traditional STB-delivered VOD. The Q2 results appear to show this now occurring.

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  • Research: SVOD Adoption Rises to 69% of U.S. Households

    Major SVOD services’ popularity continues to expand, with new research from Leichtman Research Group finding that 69% of U.S. households now subscribe to either Netflix, Amazon Prime and/or Hulu. That’s up from 64% last year and 47% in 2014.

    Also noteworthy is the rise of multi SVOD service households. LRG found that among SVOD households, 63% now access more than 1 SVOD service, which is up from 38% in 2015. That means that 43% of U.S. households now access more than one SVOD service, more than double the 20% rate from 2015.

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  • Almost Three-Quarters of Facebook Users Either Haven’t Heard of or Don’t Use Watch

    New research from The Diffusion Group highlights that usage and awareness of Facebook Watch is minimal, a year following its launch. TDG found that 50% of users haven’t heard of Watch and another 24% have heard of it but have never used it. Just 6% of Facebook users use Watch daily, with another 8% using it weekly.

    The low usage and awareness are striking given that the Watch icon sits prominently at the bottom of the Facebook app, right alongside News Feed, friend requests and notifications. It also demonstrates how significantly different Watch is from the way Facebook users typically experience the service, via the News Feed and how difficult it’s proving for Facebook to migrate its users from News Feed.

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  • Research: Over 1 Billion Connected TV Devices Active Globally

    Over 1 billion connected TV (CTV) devices are now active globally according to Strategy Analytics’ just released “Global Connected TV Device Vendor Share: Q2 2018” report. Strategy Analytics said almost 60% of devices are smart TVs while the remainder are players like Roku, Fire TV and Chromecast accounting for the remainder.

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