The Digital Video Benchmark report by Adobe Digital Index can help you keep up-to-date with the changes taking place in how consumers view video. It covers both online video consumption and TV Everywhere trends. In the Q2 2015 report, we identified three key trends that will be important to Adobe Primetime customers. Here’s a summary of these trends.
- Video monetization is on an upward trend; viewers are now watching nearly 3 ads per video view
Video ads per video view are up 30% over Q2 2014. Monetizing video appears the easiest in reality TV, where viewers see 3.9 ads per video view, and the hardest in comedy, where viewers see 2.1 ads per video view.
- Authenticated TV is moving back to the living room; 21% of TV Everywhere authentications are happening from TV connected devices
The share of authenticated viewing via a TV connected device rose from 10% in Q2 2014 to 21% in Q2 2015, an increase of 110% year over year (YoY). This, combined with a 21% decline YoY in tablet video viewing suggests that viewers are ditching their tablets in favor of TV connected devices. Kids swapping out iPads for Apple TV and Roku are leading this charge.
- Viewing frequency is now the highest on TV connected devices
In Q2 2014, TV connected devices trailed iOS and Android in the average number of authenticated video views per visitor. By Q2 2015, viewing frequency jumped from 7.2 authenticated video views per visitor to 9.7 authenticated video views per visitor. This makes TV connected devices beat out all other access types on viewing frequency. In comparison, iOS has a viewing frequency of 9.2 authenticated video views per visitor, Android has a viewing frequency of 7.9, and the browser has a viewing frequency of 4.8.
You can read the full Q2 2015 Digital Video Benchmark by Adobe Digital Index by downloading a free copy here.