How the rise of online video will impact television has become a subject of hot debate. Now, a new study from Adroit Digital called “Online Video: Look Who’s Watching Now” sought to address this by surveying a random sample of US consumers of 18 years and older on how they watch online video and advertising content versus what’s broadcasted on TV.
Conducted in April of this year, the study yielded 2,000 completed surveys and found that YouTube beats out live television when it comes to sources most used to watch video content. 68% of those surveyed said they turned to YouTube for watching videos while only 51% indicated live TV as their viewing hub. Netflix didn’t fall far behind with 49% of the vote.
As far as ads are concerned, people might imagine skipping to be the trend when given the opportunity on digital viewing platforms. They would be partially correct, in that 56% of all survey respondents said they skipped internet video ads most of the time. However, 20% said they usually don’t skip such ads, while another 24% explained it depend on the advertisement itself. Perhaps compelling video does go a long way when it comes to digital ads, which could be great news for brands making a push toward strong creative teams.
In some more bad news for television, it appears that a majority (63%) would say goodbye to cable if an online provider, like the controversial Aereo, could fill their broadcast TV needs. Furthermore, a majority of those surveyed also felt that their TV monitors were becoming more or less a place for them to stream content from the internet or devices like Roku, at 59%, rather than a place to view live TV.
The study also indicates that advertisements fare better when they exist in video form. Consumers pay attention to short, branded videos significantly more than they do text-based ads, with 68% citing the former as more influential.
Overall, Adroit Digital’s study seems to place digital and broadcast viewing on a similar plane, calling all screens more or less equal in today’s universe of video content. Brands will have to catch up, allocating their budgets to TV and digital marketing accordingly. The major brand presence at VidCon may be an indicator that they’re doing just that.