A quarter (24%) of the American adult population, an audience of 59 million strong, is turning to original digital video programming at least once a month, according to the “2015 Original Digital Video Study” from IAB. This marks an uptick of 13 percent over last year’s audience size of 52 million. The in-depth survey of over 1,900 consumers, produced by GfK as an update to the IAB annual original digital video study, also shows that original digital video has the distinct ability to attract the difficult-to-reach 18-34 year-old audience of cord-cutters/cord-nevers – a growing group, now at 17 million.
Released during the second week of the 2015 Digital Content NewFronts, an annual marketplace managed by IAB that connects brands and media buyers with the latest in made-for-digital video opportunities, the report shows that young cord-cutters/nevers are about twice as likely as other adults to view original digital video. Fifty-three percent of cord-cutters and 63 percent of cord-nevers see this type of programming as “very” or “somewhat” important in their decision not to have pay TV.
In addition, cord-cutters/nevers are inclined to find the ads shown during this type of programming to be “more interesting” or “fun” (43%), and they are not alone – a third (35%) of the general original digital viewing audience is in agreement about the likability of the ads on this sort of content.