Wednesday, May 21, 2014

Connected TV Ads Puzzle Media Buyers

Parks Associates research says in first-quarter 2014, U.S. broadband households watched roughly three hours of online video per week on each of three platforms: mobile phone, tablet and connected TV. Connected TV viewing has rapidly climbed from 2.3 hours per week in first-quarter 2013. Mobile phone and tablet video usage have seen more modest rises.

Parks says 81 percent of U.S. broadband households watch video on a TV set, while 60 percent watch content on a computer, 31 percent watch video on a smartphone, and 28 percent watch on a tablet. The PC was the only platform to show any significant decline in video viewing in the past year.

Brett Sappington, director of research, Parks Associates, said, “Ultimately, consumers can more easily access online video options on a television than ever before. In addition to smart TVs, Blu-ray players, and game consoles, consumers are also buying streaming media players and devices, such as Google’s Chromecast. Pay-TV providers are making a strong push to extend TV Everywhere to a variety of devices.”

From the article "Connected TV Ads Puzzle Media Buyers" by Doug McPherson.

Next: 50% of Those Younger Than 32 Won’t Be Viewing Pay TV in 10 Years


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