Left to Your Own Devices: Understanding Consumption in Today’s Connected World, Q1 2018
In VAB's latest quarterly report that surveys the video landscape, "Left to You Own Devices," they take an expanded look at the impact of connected devices on the overall ecosystem and put "time spent" with streaming services into perspective.
Consumers are living in a video-fueled world — it accounts for over 50 percent of the 11 hours that people spend with media per day — but it's important to note that TV continues to be the leader of this world with live TV representing 70 percent of total video viewing.
However, different demographics and people in different life stages may consume media differently than others. In recognition of these differences, the VAB has developed a comprehensive segmentation analysis that highlights the who, what, where, and how by device to provide a deeper education on the nuances that exist within the video ecosystem.
Although overall time spent with TV (the device) has decreased as video viewing continues to grow on alternative devices, such as connected devices and smartphones, ad-supported multiscreen TV brands are well-positioned to continue capturing audiences across all demographics and across any screen. Consider these statistics:
- In any given minute there are 10 times more adults, who are at least 18 years old, watching multi-screen TV brands than are on YouTube, and there are five times more millennials watching multiscreen TV brands than are on Facebook.
- Ad-supported TV brands' collective unduplicated monthly reach on their owned digital platforms is nearly ubiquitous, reaching 86 percent of people who are 18 years and older, 97 percent of people who are 18 to 34 years old, 94 percent of people who are 35 to 49 years old, and 90 percent of people who are 50 to 64 years old.
- Multiple ad-supported TV brands rank in the top five most popular digital platforms across major content genres.
- Ad-supported TV brands' digital platforms collectively account for a large majority share of total time spent among some of the top content genres in digital: sports (81 percent are 18 to 34 years old ), news (80 percent are 35 to 49 years old), TV-type entertainment (74 percent are 18 to 34 years old).
Click the DOWNLOAD NOW button for the full report.
Source
"Left to Your Own Devices: Understanding Consumption in Today's Connected World, Q1 2018." VAB, 2018.