Live Online Video Viewing Grew 297% in 2014, Finds FreeWheel
Video monetization company FreeWheel has released its Video Monetization Report for the fourth quarter of 2014, and found that last year was a strong one for online video. Most impressively, live viewing grew 297 year-over-year. While once viewers turned to online video after an event for highlight clips, they now look for live streams of sports and news coverage.
FreeWheel also found that first-run broadcast programs are succeeding online, increasing video ad views by 67 percent year-over-year.
People are watching more long-form premium content through living room streaming devices: OTT devices are now a more popular option for long-form and live video than tablets, and comprised 8 percent of all video ad views. Viewers are increasingly turning to online video to catch up with favorite shows, but they don't feel the need to do so immediately: FreeWheel found that 64 percent of TV show streaming took place over a week after the program originally aired.
There's plenty of good news for pay TV services in this report, as FreeWheel found that authenticated viewing grew by 591 percent year-over-year, and that over half (56 percent) of all video ad views on long-form and live programming took place on authenticated content. Since the report only looks at content with ads, it doesn't compare the popularity of authenticated programs with those on ad-free subscription services, such as Netflix and Amazon Prime.
The FreeWheel Q4 2014 Video Monetization Report is available for free download (registration required).
Tearing down its internal silos, FreeWheel reorgs and rebrands, creating a streamlined way for video ad buyers to run campaigns on TV, OTT, or both.
Viewers are embracing new streaming video options and are turning away from broadcast TV. Advertisers are shifting their budgets in response.
Both the Apple TV and the iPhone posted strong video ads measurements in Q2 2015, even though the set-top box is overdue for a refresh.
The 2015 Live Event Streaming Superguide Is Now Available
After years of long commercial breaks on television, viewers are willing to accept the same experience on streamed content.
By creating a protected data escrow layer, the pilot program will let advertisers buy reserved inventory without sharing consumer data.
Authenticated video impressions saw strong growth, although 87 percent of cable customers don't know their authentication credentials.