24% of U.S. Adults Watch Online Video at Least Once Per Month
How often do people watch online video? According to a study released today by the IAB (Interactive Advertising Bureau) 24 percent of U.S. adults watch original online video at least once per month. That's 59 million viewers.
That finding is part of "2015 Original Digital Video Study," released today 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.
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 over 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.
Over two-thirds say their online video ad budgets will increase in 2015; newfront presentations partially responsible for that rise.