16% in the U.S. Binge Watch Streamed Video Daily, Says YuMe
Binge-watching is obviously a strong trend these days, but it's being done at a higher rate than many would have thought. According to research from online video advertising company YuMe, 34 percent of viewers in the United States stream video daily, and 16 percent binge watch daily. Further, 41 percent binge watch one to three times per week.
YuMe's research shows a strong relationship between traditional and streamed TV watching. For example, 23 percent of those who binge watched in the week before being surveyed said they did so to prepare for a new season coming to TV, and 47 percent said they were likely to binge watch previous seasons of a show before a new season airs. Also, 56 percent browse online to learn about new TV shows to watch. Half—52 percent—said that watching video online enhances their TV experience.
Multitasking while watching TV is also a strong trend, with 35 percent of respondents saying it makes them feel more engaged with the show they're watching. In the week before being surveyed 56 percent had texted friends while watching TV, and at least 42 percent researched information related to what they were watching.
YuMe conducted its survey this spring and questioned 552 respondents in the U.S. The company isn't making the full study available online or blogging about the results.
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Using the JW6 Ads Platform, content owners will be able to gather audience data and tap into YuMe's network to serve targeted ads.