Original Digital Video Study 2016

Digital Video In-Stream Ad Metric Definitions 1

As part of a comprehensive research program around the NewFronts, IAB partnered with GfK to track consumer attitudes, awareness and usage of Original Digital Video. In its fourth year, the purpose of this study is to benchmark how many consumers are watching Original Digital Video and to inform the buying community about what consumers do, watch, think and feel about original, professionally produced digital video content.

Main Objectives of the Research:

  • Size the market for original, professional online video (Original Digital Video) content relative to use of TV/Movie or Amateur video content
  • Explore the audience experience of Original Digital Video and determine if it is different or better than the TV viewing experience
  • Explore ad receptivity in Original Digital Video compared with TV advertising
  • Discover any key differences in the use of Original Digital Video by cord cutters/cord nevers compared with the overall Original Digital Video audience
The 2016 IAB Original Digital Video Study focuses only on the specific audience of consumers who view original digital video at least once per month in the U.S.

The study’s findings do not represent the total universe of digital video and television programming viewers.

Download 2016 Original Digital Video Study
Key Takeaways