Everyone Seems to Like Online Video as Much as TV Now
By Carlton Wilcoxson • October 14, 2015
Globally, people are spending as much time watching online video as they spend watching TV, according to a new report from Millward Brown. That should bode well for brands trying to target cord-cutters or “cord-nevers,” but digital promos annoy many viewers.
The average consumer between the ages of 16 and 45 watches 204 minutes of video a day, split equally between TV and online. Forty-five minutes of the average online viewing time is done on a smartphone, while desktop accounts for 37 minutes and tablet for 20 minutes.
Forty-nine percent of people liked mobile-app videos that reward people with virtual incentives like points for playing games, and 31 percent of consumers responded favorably to skippable mobile preroll ads. Only 14 percent of people said that they liked mobile pop-ups, the ads that take over a screen, and 15 percent tolerated nonskippable video ads