Video Essentials

Where the Viewers Are: TV Will Outpace Computers for Online Video

If you want to get your brand’s message in front of viewers, you’ve got to know where they are. While most online video views now occur on desktop and notebook computers, that’s about to change.

Parks2014Q1Market intelligence firm Parks Associates recently released research entitled 360 View: Entertainment Services in U.S. Broadband Households, which shows that the percentage of people viewing video on TVs and computers is declining, but the percentage viewing on tablets and mobile phones is growing. In the first quarter of 2014, 28 percent of U.S. heads-of-households with broadband connectivity had watched video on a tablet, compared to 18 percent in the first quarter of 2013.

When Parks looked at consumption hours, though, it became clear that the TV was the video leader. In the first quarter of 2014, those surveyed reported watching 19.8 hours of video per week on a TV, compared to 1.3 hours on a tablet. Computer viewing showed a steep decline, dropping from 8.2 hours in 2013 to 6.2 hours in 2014.

Looking only at the 19.8 hours spent watching a TV, the time spent on online video grew from 2.3 hours in 2013 to 2.9 hours in 2014. The amount of time spent on broadcast TV stayed the same.

The upshot is that viewers currently spend only slightly more time watching online video on a computer than they do on a TV. The computer number is dropping fast and the TV number is on the rise. By this time next year, it’s likely that U.S. adults will watch more online video on a TV than any other device.

People prefer watching video on the biggest screen in the house. The challenge and the opportunity is to reach those viewers.


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