Audience Engagement
1 min read

Video consumption shifts back to the TV set

FreeWheel, the leading premium video ad management company, has published its latest Video Monetisation Report, revealing that 2016 was a pivotal year for premium video consumption.

Findings from the report include:

  • Total video content views rose by 26% from the previous year, with ad views up by 24%, making 2016 the sixth consecutive year of growth
  • Huge global events such as the Rio 2016 Olympics and the US elections boosted viewership, and were also linked to a general growth of popularity in live video content, although this was not replicated in Europe – where the format only accounted for 3% of views
  • Video consumption has shifted away from the computer screen and back to the TV set, thanks to the growth of OTT and STB VOD
  • While news and sport content enjoyed major growth in the US, entertainment was still king across Europe, with 93% of ad views based around this content (as opposed to 46% in the US)
  • While the most ad views were recorded on desktops and laptops – 34% in the US and 31% in Europe –  other devices are catching up, particularly OTT, with 27% of views in the US and 24% in Europe
  • Viewing on tablets proved particularly popular in Europe, with 20% of ad views recorded on these devices, as opposed to just 8% in the US

The full report can be downloaded here: