ONLINE VIDEO LOOK WHO S WATCHING NOW A SNAPSHOT OF HOW CONSUMERS INTERACT WITH ONLINE VIDEO CONTENT AND ADVERTISING. adroitdigital.

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ONLINE V

IDEO CONTENT AND AD

VERTISING

adroitdigital.com

ONLINE VIDEO

LOOK WHO’S

WATCHING NOW

A SNAPSHOT OF HOW CONSUMERS

INTERACT WITH ONLINE VIDEO

CONTENT AND ADVERTISING

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IntroDuCtIon

On August 1, 1981, MTV aired its first video, The Buggles “Video Killed the Radio Star.” Fast-forward to 2014 and radio is still very much alive and well, although it has transformed. Interestingly, both radio and video (broadcast/cable television) are currently undergoing what some might call radical changes.

Digital entrepreneurs and the rapid consumer adoption of new technologies have driven both of these advertising mainstays onto the Internet, and not by their choice. Radio and the music publishing industry saw the first shot come across their bow with Napster. Broadcast and cable TV now have a similar situation on their hands with the likes of Aereo and other innovative content providers and over-the-top (OTT) devices. The impact of this shift is so profound that the United States Supreme Court will soon rule on how copyright protected video content can be distributed. This represents a potentially major blow to broadcasters—specifically related to their revenue stream from royalties, distribution fees, and advertising. However, this may turn out to be a major win for consumers. They will find themselves squarely in the driver’s seat when it comes to what, when, and where they’ll consume their audio and video content, including how they’ll pay for it and the amount of advertising to which they choose to be exposed.

In this shifting landscape, where does this leave broadcasters/content providers and the advertisers that depend on them to reach their audiences? The good news for advertisers is video consumption is on the rise. Much like video didn’t kill the radio star, online/on-demand video won’t kill network television or the distribution networks (cable, satellite, and local affiliates) that deliver their content. According to eMarketer’s recent report on US media consumption, overall daily media consumption has risen over 20% from 2010 to 2014. When the focus is narrowed to video only, the story is more dramatic. While TV consumption has grown slightly over 1% in the same period, digital video consumption (online and mobile) has increased over 900%* (this with the caveat that the starting data point is very small). According to eMarketer, “Americans own more devices than ever before, and they are spending increasing amounts of time with them collectively.”* These devices have opened up an entirely new space for simultaneous media usage.

From an overall major media perspective, this all becomes a game of dollars and cents. Who will win the race is far from being determined. But these changes will have a lasting effect on advertisers and how they approach reaching audiences through various video channels across multiple screens, all enabled by new technologies.

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objeCtIVes &

MethoDoLogy

To gain insight into how consumers view online video content and advertising versus broadcast television, Adroit Digital conducted a study to ask viewers how they approach video consumption and their thoughts on video advertising. The insights gained in the survey are meant to assist agencies and brands in evaluating how their current video strategy and offering align with how consumers watch video content in the multi-screen universe.

The study was fielded from April 17 through April 21, 2014. The survey targeted a random sample of United States consumers who self-identified as 18 years of age or older and owning a television, smartphone, and personal computer or laptop. The study garnered 2,000 completed surveys.

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onLIne VIDeo

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adroitdigital.com

Major FInDIngs

• 63% of our respondents said that if an online provider could satisfy their broadcast TV viewing needs, they would cancel their cable subscription. Men appear to be more likely to cut the cord than women, 67% compared to 57% respectively. 66% of 18–24-year-olds would cut the cable cord. This number decreases with those 45 and over at 51%.

• 68% of all viewers surveyed are consuming video content from YouTube; 51% are consuming video content from live television broadcasts, and, almost equal to TV, 49% are consuming video content from Netflix. Women are bigger Netflix viewers than men, 56% to 43% respectively.

• 59% of all respondents believe their TV set is transforming into an overgrown monitor for their self-selected content viewing. Men and young adults have a stronger belief in this transformation than do women or older adults. 69% of men believe their TV is becoming more like a monitor for self-selected programming compared to 51% of women. 63% of those 18–24 believe the same. It is only in the 45+ age group that the minority, 47%, holds this belief.

• 36% of all respondents indicated that more than half of their video consumption is on-demand as opposed to live broadcast television. 13% of all respondents watch more than 75% of their video content on-demand. 35% of 18–24-year-olds compared to 32% of those 45 and over are consuming more than half of their video consumption from an on-demand source.

• 28% of respondents indicated they consume 15 or more hours of streaming video content through a game console or web TV device weekly. When it comes to power-watchers (those watching 15 hours or more of streaming video content per week), those ages 35–44 are the largest consumers of streamed video at 33%.

• 68% of respondents would be more influenced by a short video than a text-based ad when seeking new product information. 70% of men compared to 64% of women, and 72% of those 18–24 compared to 62% of those 45 and over, would be more influenced by a short video compared to a static or text-based piece of content.

• 51% of all respondents indicated when watching a 30-minute recorded or on-demand program that they are more likely to watch the entire program including commercials than not.

• 56% of all respondents indicated they skip online video ads most of the time. However, 20% don’t skip online video ads most of the time. 24% let the online video ad content determine if they would skip the ad.

• 75% of our respondents indicated that there is someone else in their home accessing video content at the same time they are via different devices oftentimes or sometimes. 30% indicated there are often others viewing at the same time they are.

• 46% of respondents indicated 15 seconds or under as the optimal length for a video advertisement. 35% indicated the optimal length to be 16 to 30 seconds. The minority, 19%, believed 31 seconds or over was the optimal length.

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6 onLIne VIDeo adroitdigital.com

genDer

age

DeMographICs

Base: n=2,000 Sums may not equal 100 due to rounding

Male Female

43%

57%

15%

34%

37%

14%

10%

30%

40% 8am–12pm 12pm–4pm 4pm–8pm 8pm–12am

13%

20%

37%

30%

WOMEN _77% 35+ 5% 18–24 16% MEN _25% WOMEN _38% 35–44 _35% MEN _69% WOMEN 51% 18–24 63% 45+ 47% 18–24 25–34 35–44 45+ 40% 0–5 5–15 15–30 30+

35%

Netflix Web enable d de vice (Apple T V, C hrome cast , Rok u, game cons ole) Other online str eaming sour ce YouT ube Live t elevision 70% 49% 68% 25% 22% 51% Watch in entirety Skip through ads

49%

51%

By myself With friends or family

30%

70%

Fashion and b eaut y

Health and fitne ss Aut omo tive Food and wine Spor ts and out door s Life style New s and curr ent events 50% 32% 35% 33% 21% 31% 31% 33%

Most of the time I skip it Most of the time I don’t skip it Depends on the ad

13%

46%

35%

6%

1 to 15 seconds 16 to 30 seconds 31 seconds to 1 minute More than 1 minute

45+ 53%

36%

64%

Video content Text content MEN 69% WOMEN 59% 18–24 _68% 45+ _58% 18–24/45+ 24% 35–44 33%

37%

Less than 1 minute 1 to 10 minutes 10 to 30 minutes More than 30 minutes

Less than 1 minute 1 to 10 minutes

10 to 30 minutes More than 30 minutes

18–24 _64% 35–44 _50% 25–34 _24%

56%

20%

24%

50% 45% Rar ely Never Oft entime s Some time s 9% 16% M en 32% W omen 27% 30% No Yes

37%

63%

MEN _67% WOMEN 57% 18–24 _66% 45+ _51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

Short video Text content MEN 70% WOMEN 64% 18–24 _72% 45+ _62% 50% 36% 51–7 5% 76– 100 % 0–25 % 26– 50% 13% 23% 18– 24 35% 28% 45+ 32% Yes No

41%

59%

11%

17%

M en 43% W omen 56% DVR 30% M en 28% W omen 32% Women _35% Men _38% Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

WOMEN 77% 35+ 5% 18–24 _16% MEN 25% WOMEN _38% 35–44 _35% MEN _69% WOMEN _51% 18–24 63% 45+ 47% 18–24 25–34 35–44 45+ 40% 0–5 5–15 15–30 30+

35%

Netflix Web enable d de vice (Apple T V, C hrome cast , Rok u, game cons ole) Other online str eaming sour ce YouT ube Live t ele vision 70% 49% 68% 25% 22% 51% Watch in entirety Skip through ads

49%

51%

30%

70%

13%

46%

35%

6%

45+ 53%

36%

64%

Video content Text content MEN _69% WOMEN _59% 18–24 _68% 45+ _58% 18–24/45+ 24% 35–44 33%

37%

18–24 64% 35–44 _50% 25–34 _24%

56%

20%

24%

37%

63%

MEN _67% WOMEN _57% 18–24 _66% 45+ _51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

Short video Text content MEN _70% WOMEN _64% 18–24 _72% 45+ _62% 50% 36% 51–7 5% 76– 100 % 0–25 % 26– 50% 13% 23% 18– 24 35% 28% 45+ 32% Yes No

41%

59%

11%

17%

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ 53%

36%

64%

37%

18–24 64% 35–44 _50% 25–34 _24%

56%

20%

24%

37%

63%

32%

68%

41%

59%

11%

17%

M en 43% W omen 56% DVR 30% M en 28% W omen 32% Women _35% Men _38%

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how Many hours Do you spenD per week

ConsuMIng onLIne or streaMeD VIDeo Content

through a gaMe ConsoLe or web tV DeVICe

(appLe, roku, ChroMeCast)?

FroM whICh sourCes Do you ConsuMe

VIDeo Content?

Advertisers may be well-advised to spread their video advertising dollars outside of live television broadcasts. 68% of all viewers surveyed are consuming video content from YouTube; 51% are consuming video content from live television broadcasts; and 49% are consuming video content from Netflix.

Men and women select video content from different sources. They both indicated approximately the same level of consumption for live television.

However, when it comes to Netflix and DVR content, there is a marked difference between women and men. Women are heavier viewers of Netflix, 56% compared to 43% of men. Women more than men are also using DVRs as a video content source, 32% to 28% respectively.

to tV or not tV, that Is the

QuestIon

Is broaDCast tV reaDy to

share the spotLIght?

Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ 53%

36%

64%

37%

18–24 _64% 35–44 _50% 25–34 _24%

56%

20%

24%

37%

63%

MEN _67% WOMEN 57% 18–24 66% 45+ 51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

41%

59%

11%

17%

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

WOMEN _77% 35+ _5% 18–24 16% MEN _25% WOMEN 38% 35–44 35% MEN 69% WOMEN 51% 18–24 _63% 45+ _47% 18–24 25–34 35–44 45+ 40% 0–5 5–15 15–30 30+

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ _53%

36%

64%

Video content Text content MEN 69% WOMEN 59% 18–24 68% 45+ 58% 18–24/45+ 24% 35–44 33%

37%

18–24 _64% 35–44 50% 25–34 24%

56%

20%

24%

37%

63%

MEN 67% WOMEN 57% 18–24 66% 45+ 51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

Short video Text content MEN 70% WOMEN 64% 18–24 72% 45+ 62% 50% 36% 51–7 5% 76– 100 % 0–25 % 26– 50% 13% 23% 18– 24 35% 28% 45+ 32% Yes No

41%

59%

11%

17%

M en 43% W omen 56% DVR 30% M en 28% W omen 32% Women 35% Men 38% 7 onLIne VIDeo adroitdigital.com

28% of respondents indicated they consume fifteen or more hours a week of streaming video content through a game console or web TV device.

Men are more likely than women to consume between five and fifteen hours weekly of streaming content, 38% to 35% respectively.

When it comes to power-watchers (those watching 15 hours or more of streaming video) by age group, those ages 35–44 are the largest weekly consumers of streamed video at 33%. Both the youngest respondents, ages 18–24, and the oldest respondents, age 45 and over, fell on the lower end of the power-watcher scale at 24% each. It appears all eyes are on streaming video. The question is, are advertisers keeping their eyes on the ball?

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When it comes to how long a viewer will watch any one piece of video content, the answer seems unclear for advertisers as to what should be the optimal length for engagement.

Our survey respondents indicated a fairly even spread across how long varying lengths of video content hold their attention. The majority of all respondents were split into thirds across categories from 1 minute to more than 30 minutes. The minority, 10%, stop viewing in less than one minute.

Women are more likely than men to consume one piece of video content for more than 30 minutes with 38% compared to 25%.

18–24-year-olds indicated the greatest likelihood to tune out in under sixty seconds at 16%. This number drops to 5% in those 35 years of age and older.

Those respondents 35–44 seem to have the greatest interest in staying tuned in. 35% of this group indicated on average they will watch a single piece of video content for more than 30 minutes.

how Long Do you spenD watChIng any one pIeCe

oF VIDeo Content on aVerage?

Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ 53%

36%

64%

37%

18–24 _64% 35–44 _50% 25–34 _24%

56%

20%

24%

37%

63%

MEN _67% WOMEN 57% 18–24 66% 45+ 51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

41%

59%

11%

17%

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9

ONLINE VIDEO Base: n=2,000 Sums may not equal 100 due to rounding

adroitdigital.com onLIne VIDeo 9

are you More LIkeLy to watCh a

30-MInute reCorDeD/on-DeManD show

In Its entIrety InCLuDIng aDs, or are

you More LIkeLy to skIp through aDs

anD watCh the reCorDIng In segMents?

For all the conjecture that no one watches commercials anymore, our respondents seem to indicate otherwise.

When asked if our respondents watch commercials or skip them while viewing a recorded/on-demand show, the majority, 51%, said they watch the show in its entirety, including commercials.

The only group that indicated they skip ads the majority of the time are those aged 45 and over, at 53%.

IF gIVen the optIon to skIp an Internet

VIDeo aD, how oFten Do you skIp It?

When it comes to online video ads, our respondents appear to be more willing to bypass an ad than they are with recorded/on-demand content.

56% of all respondents indicated they skip online video ads most of the time. However, 20% don’t skip online video ads most of the time.

18–24-year-olds are most likely to skip online video ads most of the time, 64%, and those age 35-44 are least likely to skip online video ads most of the time at 50%.

Adults 25–34 are the age group least likely to skip online video ads most of the time at 24%.

the auDIenCe Is spLIt

just skIp It

Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

WOMEN 77% 35+ _5% 18–24 _16% MEN 25% WOMEN 38% 35–44 35% MEN 69% WOMEN _51% 18–24 _63% 45+ _47% 18–24 25–34 35–44 45+ 40% 0–5 5–15 15–30 30+

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ _53%

36%

64%

Video content Text content MEN _69% WOMEN _59% 18–24 68% 45+ 58% 18–24/45+ _24% 35–44 33%

37%

18–24 64% 35–44 50% 25–34 24%

56%

20%

24%

37%

63%

MEN 67% WOMEN _57% 18–24 66% 45+ 51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

Short video Text content MEN _70% WOMEN _64% 18–24 72% 45+ 62% 50% 36% 51–7 5% 76– 100 % 0–25 % 26– 50% 13% 23% 18– 24 35% 28% 45+ 32% Yes No

41%

59%

11%

17%

M en 43% W omen 56% DVR 30% M en 28% W omen 32% Women 35% Men 38% Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

WOMEN 77% 35+ _5% 18–24 _16% MEN _25% WOMEN 38% 35–44 35% MEN 69% WOMEN _51% 18–24 _63% 45+ _47% 18–24 25–34 35–44 45+ 40% 0–5 5–15 15–30 30+

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ _53%

36%

64%

37%

18–24 64% 35–44 50% 25–34 24%

56%

20%

24%

37%

63%

MEN 67% WOMEN _57% 18–24 _66% 45+ _51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

41%

59%

11%

17%

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ _53%

36%

64%

Video content Text content MEN 69% WOMEN 59% 18–24 68% 45+ 58% 18–24/45+ _24% 35–44 33%

37%

18–24 _64% 35–44 50% 25–34 24%

56%

20%

24%

37%

63%

32%

68%

41%

59%

11%

17%

M en 43% W omen 56% DVR 30% M en 28% W omen 32% Women 35% Men 38%

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onLIne VIDeo

what tIMe oF Day are you

Most LIkeLy to ConsuMe VIDeo

Content?

When asked what time of day our respondents are most likely to consume video content, over two-thirds, 67%, said they are most likely to consume video content from 4pm to 12am.

are you More LIkeLy to be

ConsuMIng VIDeo Content by

yourseLF or wIth others suCh

as FrIenDs or FaMILy?

Viewing video content seems to be a one-man or one-woman show.

70% of our respondents usually consume video content by themselves. 30% like to share their video moments with friends or family. Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ _53%

36%

64%

37%

18–24 64% 35–44 50% 25–34 24%

56%

20%

24%

37%

63%

MEN 67% WOMEN _57% 18–24 _66% 45+ _51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

41%

59%

11%

17%

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ 53%

36%

64%

37%

18–24 64% 35–44 _50% 25–34 _24%

56%

20%

24%

37%

63%

32%

68%

41%

59%

11%

17%

Let the VIewIng begIn

one Is the LoneLIest

nuMber

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onLIne VIDeo

hoMe aLone?

are there other peopLe In your hoMe

aCCessIng VIDeo Content at the saMe

tIMe you are FroM DIFFerent DeVICes?

When it comes to a multi-screen, multi-room viewing household, are there several video screens running at any given time?

75% of our respondents indicated that there is someone else in their home accessing video content at the same time they are via different devices sometimes or oftentimes. 30% indicated there are often others viewing at the same time.

It appears men are more likely to have viewing companions in the house compared to women, 32% and 27% respectively. Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ 53%

36%

64%

37%

18–24 64% 35–44 _50% 25–34 _24%

56%

20%

24%

37%

63%

32%

68%

41%

59%

11%

17%

onLIne MeDIa

ConsuMptIon

Is DrIVIng

aDVertIsers

towarD

VIDeo aDs

(12)

CabLe Can go

IF you CouLD haVe aLL your broaDCast tV neeDs

satIsFIeD wIth an onLIne proVIDer LIke aereo/

skIttertV/nIMbLetV, wouLD you CanCeL your

CabLe subsCrIptIon?

The worlds of video and broadcast TV are rapidly evolving. With more viewing options being introduced to consumers every day, the need for a cable subscription for viewing may become much less of a priority.

63% of our respondents said if their broadcast TV needs could be satisfied by an online provider, they would cancel their cable subscription.

Men appear to be more likely to cut the cord than women, 67% compared to 57% respectively.

It’s possible our youngest respondents, 18–24, are more likely than our oldest respondents, 45 and over, to view cable as less of a priority. 66% of 18–24-year-olds would cancel their cable. This number decreases with those 45 and over at 51%.

12

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adroitdigital.com Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ 53%

36%

64%

37%

18–24 64% 35–44 _50% 25–34 _24%

56%

20%

24%

37%

63%

32%

68%

41%

59%

11%

17%

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13

ONLINE VIDEO

adroitdigital.comadroitdigital.com onLIne VIDeo 13

13

what’s wIth the bIg MonItor on

the waLL?

Do you beLIeVe your MaIn tV Is transForMIng

Into a MonItor For the Content you

seLF-seLeCt to VIew FroM an onLIne or web

enabLeD DeVICe?

With the advent of on-demand programming and over-the-top (OTT) options like video-from-web ready TVs, web TV boxes, and game consoles, the viewer is almost completely in control. The only content holdout has been the major networks, and Aereo is currently challenging them. Of all of our respondents, 59% believe their TV set is becoming more like a monitor for the content they choose to watch, as opposed to linear TV.

Men and young adults have a stronger belief in this transformation than do women or older adults. 69% of men view their TV as a monitor compared to 51% of women. 63% of those 18–24 believe the same. It is only in the 45+ age group that the minority holds this belief at 47%.

Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ _53%

36%

64%

Video content Text content MEN 69% WOMEN 59% 18–24 68% 45+ 58% 18–24/45+ _24% 35–44 33%

37%

18–24 _64% 35–44 50% 25–34 24%

56%

20%

24%

37%

63%

32%

68%

41%

59%

11%

17%

(14)

14

ONLINE VIDEO

where to tune In

In what Content CategorIes are you

Most LIkeLy to responD to onLIne

VIDeo aDs?

The odds appear to be in favor of advertisers taking advantage of video ad units.

When asked in which content category our respondents were most likely to respond to an online video ad, there doesn’t appear to be a clear-cut content champion. The top categories, overall by a narrow margin, are health and fitness, 35%; tied for the second spot are sports and outdoors along with news and current events, 33%; and third, fashion and beauty, 32%. Tops across the sexes and ages are for men, sports and outdoors, 41%; women, fashion and beauty, 45%; 18–24, sports and outdoors, 36%; 25–34, health and fitness, 39%; and with those 35–44 and 45 and older, it is news and current events, at 41% and 42% respectively.

14 onLIne VIDeo adroitdigital.com Base: n=2,000 Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ 53%

36%

64%

37%

18–24 64% 35–44 _50% 25–34 _24%

56%

20%

24%

37%

63%

32%

68%

41%

59%

11%

17%

reMote

DeposIt

attraCts

new

CustoMers

onLIne VIDeo

Is InCreasIng

oVeraLL

MeDIa

ConsuMptIon

(15)

15

ONLINE VIDEO

60 seConDs Is a Long tIMe

to be eFFeCtIVe, what Is the optIMaL

Length oF a VIDeo aD?

If advertisers want their video ads to leave viewers with a positive brand experience, less may be more. When asked what the optimal length is for a video ad, 46% of respondents indicated 15 seconds or under is the answer. 35% indicated the optimal length to be 16 to 30 seconds. The minority, 19%, felt 31 seconds or over was the optimal length.

15 onLIne VIDeo adroitdigital.com Male Female

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ _53%

36%

64%

37%

18–24 64% 35–44 50% 25–34 24%

56%

20%

24%

37%

63%

MEN 67% WOMEN _57% 18–24 66% 45+ 51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

32%

68%

41%

59%

11%

17%

43%

57%

15%

34%

37%

14%

10%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

45+ _53%

36%

64%

37%

18–24 64% 35–44 50% 25–34 24%

56%

20%

24%

37%

63%

MEN 67% WOMEN _57% 18–24 _66% 45+ 51% MEN 41 % W O MEN 4 5% 18– 24 36% 35 –44 41 % 45+ 42% 25 – 34 39 %

ONLINE VIDEO LOOK WHO S WATCHING NOW A SNAPSHOT OF HOW CONSUMERS INTERACT WITH ONLINE VIDEO CONTENT AND ADVERTISING. adroitdigital.

ONLINE V

IDEO CONTENT AND AD

VERTISING

adroitdigital.com

ONLINE VIDEO

LOOK WHO’S

WATCHING NOW

A SNAPSHOT OF HOW CONSUMERS

INTERACT WITH ONLINE VIDEO

CONTENT AND ADVERTISING

Contents

IntroDuCtIon

objeCtIVes &

MethoDoLogy

Major FInDIngs

genDer

age

DeMographICs

43%

57%

15%

34%

37%

14%

10%

30%

30%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

36%

64%

37%

56%

20%

24%

37%

63%

32%

68%

41%

59%

11%

17%

43%

57%

15%

34%

37%

14%

10%

30%

30%

30%

13%

20%

37%

30%

35%

49%

51%

30%

70%

13%

46%

35%

6%

36%