Video Essentials

Second-Screen Use on the Rise; Here’s How to Reach TV Viewers

NewFront season is only a week away, that time when online publishers announce their upcoming programs to advertisers. To help set the mood, the IAB has released survey results that show how television viewing is changing and how marketers can reach their target audiences.

comScoreMultiHow is television viewing changing in the streaming age? Consider these numbers from the IAB (Interactive Advertising Bureau). All come from a recent survey of 651 U.S. adults.

  • 36 percent own either a connected TV or a TV streaming device.
  • 38 percent of people with a connected TV or streaming device spend at least 50 percent of their time watching streamed content.
  • 54 percent of these connected viewers say they are more likely to watch streamed video because there are fewer ads.
  • 76 percent of connected viewers says the experience is as good or better than traditional TV.

Streamed entertainment is on the rise, the survey found.

  • 35 percent of connected TV or streaming device owners say they stream more video to their TV now than they did one year ago.
  • 19 percent say they watch less traditional TV than they did a year ago.

Multiscreen viewing is also on the rise.

  • 78 percent watch traditional TV while using another device.
  • 69 percent of smartphone users regularly do internet-based activities on their phones while watching TV.

So what are those multitasking viewers doing? The IAB find that they’re often doing things related to the shows or commercials they’re watching. The most common activities include emailing or texting with friends about a show, searching for information about a show, reading a social media page related to the show they’re watching, searching for reviews of a product shown in a commercial, and posting on a social network about a commercial.

“Viewers are now tuning into, discussing, and sharing digital video on a wide variety of screens,” says Anna Bager, senior vice president of mobile and video for the IAB. “This means more eyeballs, more engagement, and a wealth of new opportunities for marketers to reach their audiences wherever they may be.”

Download the full report—The Changing TV Experience: Attitudes and Usage Across Multiple Screens—for free (no registration required).


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