Left to Your Own Devices: Understanding Consumption In Today’s Connected World

May 15, 2019

In the Video Advertising Bureau's (VAB) latest quarterly report that surveys the video landscape, "Left to Your Own Devices," the company updates the media consumption habits of major demographic segments and takes a deeper look into the growth of connected TV devices based on recent data.

Consumers are living in a video-fueled world, as video accounts for more than 50 percent of the 10-plus hours people spend with media per day. But it's important to note that TV continues to be the most popular means to watch video, as live TV accounts for nearly 70 percent of total video viewing.

However, different demographics and people at various 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, when, and how by device to provide a deeper education on the nuances that exist within the video ecosystem.

Although overall time spent with TV has decreased as video viewing continues to grow on alternative devices, such as connected devices and smartphones, ad-supported multi-screen 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 eight times more adults, who are at least 18 years old, watching multi-screen TV brands than there are on YouTube, and there are five times more millennials watching multi-screen TV brands than there are on Facebook.
  • Multiple ad-supported TV brands rank in the top five most popular digital platforms across major content genres.

Click the DOWNLOAD NOW button for the full report.


"Left to Your Own Devices: Understanding Consumption in Today's Connected World." Video Advertising Bureau, 2019.

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