Left to Your Own Devices: Understanding Consumption In Today’s Connected World, Q4 2018

August 26, 2019

In VAB's latest quarterly report surveying the video landscape, the company updates the media consumption habits of major demographic segments and takes a deeper look into the TV viewing habits during popular holidays.

Consumers are living in a video-fueled world, as video accounts for more than 50 percent of the 11-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 represents 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:

  • Ad-supported, TV-branded digital platforms collectively grew their unique mobile reach to more than 200 million adults in Q1 2019.
  • In any given minute there are seven times more adults 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, Q4 2018." VAB, 2018.

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