tv viewers

Live Streaming Video Captivates PC, Connected TV Audience


Ooyala-Online-Video-Engagement-Live-v-VOD-in-Q2-Sept2013Online video audiences find live video far more engaging than on-demand video delivered over-the-top, per the latest report [download page] from Ooyala covering Q2 activity, and that preference tends to increase alongside screen size. While tablet viewers spent nearly 4 times longer watching live video than on-demand during Q2, PC viewers spent about 15 times longer, and connected TV users 10 times longer. All told, audiences streamed live video on PCs for 41 minutes per play during Q2, and for 44 minutes per play on connected TVs.

Tablet TV viewers spent less time – 15 minutes – per play during Q2, although that was 4 times longer than the time they spent watching video on-demand. Mobile phone audiences watched live video for almost twice as long as they did on-demand video.

The study contains a host of interesting data surrounding online video viewing habits. Some of the key statistics are highlighted below:

  • Mobile viewers spent more than 20% of their time streaming content over an hour in length, while tablet viewers spent almost one-third of their time with content of that length.
  • Mobile video plays peaked on Friday and Saturday nights between 8 and 10PM.
  • Tablet video views reached their peak on Friday night. Most views during the week occurred in the 9-10PM time slot, although there was a consistent spike in viewing observed at 7AM.
  • Mobile and tablet viewing combined represented 13% of all online video plays, up from roughly 10% in Q1.

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Tuesday, September 17th, 2013 news No Comments

Most TV Viewers Find Themselves Gravitating to Cable Over Network Programs



TV viewers are less convinced about the superiority of programs found on premium channels, though: only 4 in 10 agree that the shows on pay cable TV (such as HBO and Showtime) are better than basic cable shows (on channels such as FX and AMC).

Premium channels appear to be under fire from over-the-top (OTT) options such as Netflix, with its original programming possibly seen as an alternative to premium cable. Indeed, recent research from GfK suggests that Netflix users are watching less premium cable as a result of their subscriptions. Moreover, a study from Centris Marketing Sciences found a dip in the number of households with children subscribing to premium channels during Q2.

While Centris also saw a rise in the number of those households subscribing to OTT options, the Harris survey results indicate that only one-third of TV viewers find themselves watching more and more TV via streaming, with more than 6 in 10 disagreeing that that was the case.

Separately, the Harris Poll looks at the types of shows that are most popular with Americans. Asked the 2 types of shows they would say are their favorites, respondents pointed to comedy! /sitcoms ! (39%) and detective/crime shows (32%) first, followed by news (24%), drama (23%) and reality/competition (19%).

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Wednesday, September 11th, 2013 news No Comments

Viewers’ Single Most Important Future TV/Video Option? Freedom From Ads


Ericsson-Most-Important-Future-TV-Video-Options-Sept2013The TV advertising market continues to grow, both within the US and around the world. And more and more Americans are watching a greater number of online video ads. But when asked the most important service or option for how they want their future TV or video experience, a leading 10.7% share of TV viewers from around the world said they want that experience to be free of ads, according to a study from Ericsson Labs.

The study was conducted among around 15,000 respondents (1,000 per country) aged 16-59 in 15 markets: Brazil, Canada, Chile, France, Germany, Italy, Mexico, Russia, Spain, South Korea, Sweden, Taiwan, UK, and the US. All respondents were required to have a broadband internet connection and watch TV/video on a weekly basis. Almost all use the internet on a daily basis.

The study results indicate that ad-free video content is more important to the future video experience than any other single service or option, including time-shifting and on-demand (9.8%), à la carte TV-/video content (7.7%), and – somewhat surprisingly – TV/video content on all devices (5.9%). Advanced functions such as accessing or watching different camera angles (2.1%) and interactive TV (2.1%) were deemed critical to the fewest number of respondents.

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Thursday, September 5th, 2013 news No Comments

1 in 4 TV Viewers Uses Second Screen to Simultaneously Watch More Video


Ericsson-Popular-Second-Screen-Activities-Sept2013TV is increasingly part of a multi-screen experience, vying for viewer attention in a sea of multitasking behavior. Now it appears that TV is competing with something beyond the usual suspects (email, social networking, internet browsing): more video. According to a new study [pdf] from Ericsson ConsumerLab, 1 in every 4 TV viewers surveyed across a range of countries is using a second screen to watch 2 or more programs, live events, or shows at the same time.

That wasn’t the most popular second-screen activity, of course, but it’s another indication of the growing influence of mobile devices on video viewing. Indeed, among a subset of countries, owners of the respective devices reported spending less time watching TV on a weekly basis, and more time using portable devices such as laptops, smartphones and tablets.

Ericsson’s list of identified activities being carried out on second-screens is by no means exhaustive, and tends to focus on more TV-related than unrelated activities. (Research has shown that most multi-screen behavior involved unrelated activities.) Nevertheless, it’s worth taking a look at the popularity of the various identified activities. The most common were: reading email while watching TV/video content (63%); using applications or browsing the internet to kill time (56%); using apps or browing the internet to find out more information (49%); and using social forums at the same time as watching TV/video content (40%). The study found fewer viewers competing with others watching th! e same sh! ow (14%) and interacting with the show through voting (13%).

While traditional TV is competing with online video sources, scheduled broadcast viewing remains popular. 83% of respondents from a subset of 9 markets (US, UK, Germany, Sweden, Spain, Taiwan, China, South Korea and Brazil) claim to watch scheduled broadcast TV more than weekly. That figure is up from 79% last year, and stable from 83% the year before.

By comparison, 63% of respondents from those markets are watching content on their own schedules, streaming on-demand and time-shifted TV and video content, including YouTube. The popularity of such content is gradually rising, from 62% last year and 61% in 2011.

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Tuesday, September 3rd, 2013 news No Comments

Why Are TV Viewers Watching Ads? Not Because They’re Entertaining


AvidOvum-Why-Watching-TV-Ads-July2013In an age of growing DVR use (sometimes in order to skip commercials) and increasingly multi-tasking behavior (with mobile owners spending perhaps an estimated one-third of their ad viewing time looking at their devices), Avid and Ovum set out to ask TV audiences why they continue to watch TV ads. Based on an online survey [download page] of more than 3,000 consumers across the US, UK, Germany, and Brazil, the researchers found that viewer passivity appears to be a bigger factor than the ad creative itself.

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Friday, July 26th, 2013 news No Comments

Cost Drives Cord-Cutting; Content Dulls The Knife


pivot-Attitudes-to-Pay-TV-Subscriptions-June2013A recent study [pdf] commissioned by pivot concerning Millennial’s consumption of TV content suggests that viewers stick with pay-TV or considering returning to a subscription because of an affinity for their favorite shows, while cost is a major driver of cord-cutting intent. The study, conducted by Beagle Insight and Miner & Co. Studio looked at 4 segments of TV viewers whose attitudes could signal future trends in pay-TV subscription intent.

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Wednesday, June 26th, 2013 news No Comments

Three Mobile Video Trends To Watch


Video publishing platform Ooyala recently published its Q1 2012 state of online video report. The company powers videos for more than 1,000 online publishers, and collects anonymized viewing data from more than 200 million unique users per month. So it’s got a pretty good grasp on the state of online video.

Here are several important trends the report points out.

Longer videos. Viewers are watching longer videos on all devices, but especially on mobile devices. Long-form content, which they define as more than 10 minutes long, now accounts for 41 percent and 46 of time watched on smartphones and tablets, respectively.

Time Watched By Video Length And Device

Likewise, time watched per video video play increased 37 percent and 58 percent in the first quarter on smartphones and tablets, respectively:

Time Watched Per Play

Huge growth in mobile video share. Mobile video gained a huge share of overall time spent watching videos in the first quarter. Smartphones gained 41 percent, while tablets grew 32 percent.

 Engagement By Video Length

Tablets’ share of overall time spent watching videos spikes after 6 p.m., as people get home from work and begin using tablets:

Weekday Viewing Habits

Smartphones’ share of overall time spent watching video also rises in the mornings and evenings, but the increase is less dramatic than tablets. Ooyala believes mobile video is not eating into traditional television, but consumers are using them as second (or third) screens.

(Note: Ooyala uses mobile to mean smartphones.)

Smartphone Viewing Habits

High engagement on tablets. Tablets have a very high level of engagement (defined as percentage of viewers who finish 75 percent of the video). For long-form content, 30 percent of tablets viewers were engaged, just below connected TV viewers at 34 percent:

 Engagement By Video Length, Q1 2012


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Wednesday, May 30th, 2012 news No Comments

VB+P Graphs


Super Bowl: The only day in America where TV viewers actually want to watch commercials. This year’s NFL championship, pitting the New York Giants against the New England Patriots, is in a sense a “rematch” of the 2008 edition of the big game. Due to this unfortunate match-up (blame Billy Cundiff and Kyle Williams for their failures), it’s possible that TV ratings could actually be lower than last year’s game. This would clearly be a total bummer for advertisers who spent $3.5 million for a 30-second spot. But, on the bright side, maybe people will be talking more about the ads than the actual game at the water cooler the next day, right?

Of course, the veritable “water cooler” has evolved in the digital age. The folks at Venables Bell & Partners have decided to provide a handy infographic that maps the who, where and how of post-game advertising conversation. Out of the bevy of stats they’ve given us, a few stand out. For example, “Almost one in five (19%) Americans searched for ads before the game in 2011, about double (11%) who did in 2010. Of that group, 48% searched for ads on Facebook, putting the site just ahead of popular video sharing site YouTube, brand sites, and media sources as the lead destination to find ads.” In other words, Facebook is becoming a more popular video search engine than YouTube, a fact than is no doubt pissing off the powers that be at Google.

Also, “Americans are almost as likely to ‘like’ a brand on Facebook that advertises during the Super Bowl (20%) as they are to ‘like’ a team (29%), with 23% of young adults likely to ‘like’ a brand.” Not a bad way to measure social media ROI compared to TV ROI, is it? Well, at least it’s somewhat “believable.” Check out a full-size image after the jump.


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Friday, January 27th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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