Online Video Is Key for Marketing to Young Adult Cord-Cutters

Young adults who have ditched their pay TV subscription or never had one in the first place are a difficult group to reach. Marketers won't get them with broadcast TV ads, but should look to original online video instead. There are now 17 million 18- to 34-year-old cord-cutters or cord-nevers in the U.S. Young adult cord-cutters and cord-nevers are twice as likely as other adults to watch original online video.

That finding is part of "2015 Original Digital Video Study," put out today by the IAB (Interactive Advertising Bureau) and available for free download (no registration required). The study was released during the second week of the 2015 newfront presentations in New York City.

How often do people watch online video? According to the study 24 percent of U.S. adults watch original online video at least once per month. That's 59 million viewers. The 2014 study showed the U.S. adult audience to be 52 million, so this is an increase of 13 percent.

Viewing original online video on a desktop or notebook computer has remained steady since last year, at 72 percent. However, connected TVs (56 percent), smartphones (56 percent), and tablets (48 percent) have all seen their usage double in the last two years.

Viewers most often discover new online shows to watch through word-of-mouth recommendations (53 percent). Social media sites help for 43 percent of those surveyed,

"Original digital video programming is attracting a growing audience—especially younger viewers 18 to 34 who are highly desirable to many advertisers," says Sherrill Mane, senior vice president for research, analytics, and measurement at the IAB.

At the start of newfront season, the IAB released a survey showing that marketers and advertisers were optimistic about online video.

Troy Dreier's article first appeared on OnlineVideo.net